Today we’d like to introduce you to Daniela Apodaca
Hi Daniela, so excited to have you with us today. What can you tell us about your story?
Growing up, my career goals swung between the outlandish and the cliché. Philosopher, teacher, therapist—they all made the vision board at one point. But everything shifted when I started taking classes at Santa Monica College. I declared my major in Broadcast Programming and Production, and while my GPA and wallet didn’t always agree, I loved the thrill of discovering a new class. I dabbled in video game design, radio production, rock ‘n’ roll history, and even joined a stand-up comedy class. During those years, friends were getting creative with YouTube skits, so I got to share my terrible acting and help with those. However, one of the best parts of that era was working on my podcast with my co-host, Byron, now the program director for Bilingual Sounds and a radio host for The SoCal Sound.
Looking back, I realize I was always drawn to storytelling, even before I knew it. I loved how production could bring stories to life—how a well-crafted program, a song, or even a single line of dialogue could make people feel something. I had so much fun figuring out how to capture the emotions behind a story, a moment, and share that with others.
My break into social media marketing came through in 2020 with an internship at 88.5 FM The SoCal Sound, where I managed digital content for Joe Walsh’s Old Fashioned Rock ‘n’ Roll Radio Show. Then, in a surreal full-circle moment, the L.A.-based director Enkrypt Los Angeles contacted me on Instagram to join her team. I had followed her career since my podcasting days when I interviewed an artist she’s incredibly close to, Reverie. It felt like a sign that I was in alignment. She told me she reached out because she loved reading the captions on my personal posts. That was a huge lesson—you never know who’s watching, so carry yourself as your most genuine self, and the right people will find you. And, if nothing else, knowing that my words and my style were resonating was incredibly reaffirming.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The road was full of challenges, uncertainties, and the annoying imposter syndrome. My status made certain career paths feel like closed doors, and financial barriers meant I had to pause my education and focus on working. The pandemic also forced a significant reset—I lost my job in the food industry and had to rethink my next steps.
But I found resilience through every challenge. Losing my job was a blessing in disguise, pushing me back toward my creative passions. Even when I doubted myself, my husband, friends, and mentors’ support reminded me that I could make something of my own.
Honestly, the transition was already happening before I even realized it. By then, I was already working alongside my husband on the weekends, second shooting for him, assisting with creative direction, and learning from him. So when the time came to leave the food industry behind, it didn’t feel like a reckless jump but rather like stepping into the next chapter of something we had already started building together. But the pandemic made it scary for sure. The world was falling apart as I tried to put myself together.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I specialize in content creation, creative direction, and storytelling—whether through social media, video, or writing.
One of my proudest projects is directing Cinderella, a deeply personal music video for JaiRo Raps about cycles of trauma and loss, set to release this Spring. This project was particularly special because I collaborated with friends and colleagues from Out of Focus Creative Collective, a group that has shaped my creative journey. Felipe, the founder, has been a mentor, bringing me onto projects as a scriptwriter, assisting with video treatments, and giving me my first experience as 1st AD for his latest live performance documentary featuring The Paranoias.
Through my work assisting my husband, I’ve also had the opportunity to collaborate with LTF, a streetwear brand that has opened doors for us in exciting ways. Thanks to LTF’s clothing collaborations with Emo Nite and The Adolescents, my husband and I were brought on to create video content for these projects, blending subcultures and music in a way that felt true to me.
Another milestone has been shaping Wax By Lux’s social identity, where I’ve focused on making digital storytelling feel authentic rather than sales-driven. Helping businesses craft narratives that resonate on a deeper level is something I take pride in.
I joke that I’m a “Jane of all trades, master of none.” But maybe the magic isn’t in mastering just one thing. Maybe it’s in weaving everything together and helping others tell their story.
What are your plans for the future?
This year, I’m leaning into creative and professional growth and staying open to wherever that leads me. Some of my most fulfilling projects have come from unexpected opportunities, and I love collaborating with friends to bring their ideas to life. I’m planning to take on more clients for content creation, helping brands and artists craft narratives that feel as real as they are.
I’d love to work with more beauty professionals, streetwear brands, women-owned businesses, and maybe some music videos or shows! My DMs and email are open for work.
At the end of the day, I just want to keep creating, connecting, and telling stories that matter.
Contact Info:
- Instagram: https://instagram.com/sunnydeesposition
- LinkedIn: https://www.linkedin.com/in/danielasunnyapodaca/
Image Credits
Miguel Loza. Tony Torres. Felipe Reina.
