Talking culture, creativity and impact with Ravel Brand & Campaigns Manager, Samuel Ndekezi

Hey Sammie, can you tell us a bit about yourself?

Hey there! I'm Samuel Ndekezi, but most people call me Sammie. I was born in Nairobi, Kenya, and moved back to Kigali, Rwanda, during my formative years. I’d say I've been lucky to experience both countries, picking up different cultures and languages along the way. Professionally, I've done a bit of everything – social media marketing, copywriting, advertising, marketing, communications, and event management. But fundamentally, I am a creative. Ever since I was a kid, I have been fascinated by how culture, art, music, and sometimes satire come together to make amazing TV commercials and billboards. Back then, I didn't know what the people who created these pieces of art did, but I'm glad I found my way into this world. Fast-forward to today, I’m excited to be working with the brilliant team at Ravel as Brand and Campaigns Manager. Outside of work, I enjoy watching movies, playing video games, going on outdoor adventures, playing musical instruments, and generally learning new stuff!

What inspired you to join Ravel?

After working for more than 10 years in the advertising industry, I had a strong desire to pursue a career that involved doing what I loved while positively impacting people’s lives. Fortunately, I came across Ravel. Its mission of harnessing powerful creative communications to make positive change in the world perfectly aligned with my goals and values.

What’s something unique you bring to Ravel and its work?

I’m good at thinking outside the box — I'd like to see more authentic creative work in Africa, whether it's from a storytelling point of view, in filming, or in the creation of African brands. I hope that my knowledge of the African market and passion for telling Africa's story will benefit Ravel's work, both on the continent and globally.

What’s a movie title that describes your Ravel experience so far

I’m a big car enthusiast so I'll say The Fast and the Furious. It’s been a high-speed ride, packed with plenty of learning and research to stay on top of all the projects we’re involved in across different countries. But, just like in the movie, it’s been exciting and the teamwork and spirit at Ravel kind of remind me of the camaraderie of the cast members.

What song would you choose to set the tone for the day?

I often start my days with slow acoustic jams. I currently have two songs on repeat: Kante by Mike Kayihura and Ingabe by Impakanizi (shameless plug to the Rwandan artists).

What have you learned in your time at Ravel so far?

I’ve learned that our work is not just about meeting expectations but about striving to exceed them and deliver the best possible outcomes because the quality of our work directly impacts the organisations we collaborate with, enabling them to drive positive change and make a meaningful difference in the world.

At Ravel, we believe creativity is a force for good. Why, in your opinion, does creativity matter?

To me, creativity is not just about producing something visually appealing or cool; it's about finding solutions, telling impactful stories, and connecting with people on a deeper level. This is why I believe it matters. Through creativity we can inspire change and challenge harmful norms.

If you could bring one aspect of Rwanda’s cultural scene to the global stage, what would it be?

It’s hard to choose one aspect because I believe Rwanda has a lot to offer the world, but I’d say stories of Rwanda’s historical figures, such as Ndabaga, who defied traditional gender roles would resonate worldwide and deserve their place in the history books alongside Harriet Tubman, Mother Teresa, and many more inspiring women.

If you could collaborate with anyone past or present on a project, who would it be and why?

I’d love to work with Alexis Kagame, who was a Rwandan philosopher, linguist, historian, poet, and Catholic priest. I believe that spending even just a day talking with him would be like gaining access to Rwanda’s encyclopedia.

What’s an African brand you love and why?

Eliud Kipchoge, the Kenyan long-distance runner, would be my pick. I know he’s not the usual brand many would go for but his feat of becoming the first human to run a sub-two-hour marathon has made him an icon – and that makes him a great brand in my book. A brand that shows how no human is limited regardless of their background or circumstances.

Thanks Sammie, we’re loving having you on the team!