We recently connected with Ruth Zapico and have shared our conversation below.
Hi Ruth , thanks for joining us today. What’s been the most meaningful project you’ve worked on?
The most meaningful project that I have worked on so far is the first volume of the podcast soulsinbox, The Volume of Something, which is yet about to come out in 2025. soulsinbox emerged from a deep desire to create a space where raw, honest emotions could be captured and shared—a digital time capsule for people’s innermost thoughts, stories, feelings, opinions and traumas. The project started at a time when I was reflecting on how fleeting moments and connections can be, and I wanted to explore what happens when people are given the freedom to express themselves anonymously, but meaningfully.
The entire process—from writing to interviewing to recording—has felt like a deeply human collective experience. It was as though we were all navigating something together, and through it, I found connection and a sense of not being alone. It was a very meaningful process for me. I went through a very personal evolution where I had to look deep down inside myself and get to know me, remove any barrier, and any judgement to think about different perspectives in order to be able to listen and empathize with others.
The idea was simple: invite people to “deposit” their stories, dreams, fears, and confessions, knowing they wouldn’t be judged or identified. I wanted to ensure that the platform felt sacred, almost like a journal you’re writing in, but knowing someone else might read and find solace in it. Here is the link where individuals were able to share a little piece of themselves with us: https://soulsinbox.com/en. It is still open and anyone can write to us as we are working on the next volume, the Volume of Anything.
What made soulsinbox so profound was the response. Messages poured in, ranging from heart-wrenching stories of loss to inspiring declarations of hope. Each submission felt like a glimpse into the human experience, creating a collective tapestry of resilience, vulnerability, and humanity.
The most touching part of this journey was recognizing the responsibility of curating and protecting these voices. It wasn’t just about creating content—it was about honoring the trust people placed in the project. soulsinbox taught me the power of storytelling and connection in ways I hadn’t imagined. It’s a reminder that, at the core, we all seek to be heard and understood.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Zapico Studios is a mainly FLINTA creative hub born out of a passion for visual storytelling and a dedication to crafting meaningful, immersive experiences. Our journey started with a clear and heartfelt mission: to transform ideas and emotions into visual narratives that leave a lasting impact, connecting people through creativity and authenticity. From concept development to final delivery, Zapico Studios prioritizes creativity, attention to detail, and building lasting partnerships to bring visions to life.
I stepped into this field driven by a deep love for art, acting and filmmaking, and the magic of capturing moments that tell a story beyond words. Our services cater to a wide spectrum of creative needs, from personal portraits and editorial projects to commercial campaigns and event documentation. What sets us apart is our commitment to authenticity—we don’t just take pictures or shoot videos; we immerse ourselves in your vision, ensuring that every project reflects your essence and connects deeply with your audience.
At Zapico Studios, we solve problems by making the creative process seamless and collaborative. We understand that not everyone is comfortable in front of a camera or knows exactly how to articulate their vision. That’s where we step in, guiding you through the process with a mix of expertise and empathy to bring your ideas to life.
In Zapico Studios, every client is a collaborator, every project is a partnership, and every deliverable is a testament to the trust placed in us. For those new to our work, I’d like them to know this: we are here to turn your vision into reality, capturing the moments and stories that matter most to you, with creativity, care, and unmatched attention to detail.
There is a phrase used a lot in the industry that says “no one cares more about your project than yourself” but believe me when I say this because Zapico Studios will go far and beyond with the love for your project.
What’s the most rewarding aspect of being a creative in your experience?
For me, the most rewarding aspect of being a creative is the deep sense of fulfillment that comes from turning dreams into reality—not just for our clients, but for ourselves. At Zapico Studios, every project is a chance to step into someone’s vision, align with their emotions, and bring their ideas to life in a way that exceeds their expectations. Seeing the joy, satisfaction, or even the awe on a client’s face when they see the final product is truly priceless.
What makes this journey even more exciting is the passion that fuels it. It’s not just about the work; it’s about the process. Every setup, every shoot, every new style or technique is an opportunity to explore, experiment, and create something that not only fulfills a client’s dream but also pushes the boundaries of our own creativity. Whether it’s mastering new equipment or working with a team of collaborators who feel more like family, it’s these moments of discovery and shared effort that make the creative process exhilarating.
Another aspect I love is the constant learning. No two projects are ever the same, and with every new challenge, I grow. From solving unexpected problems on set to exchanging ideas with talented people, every second brings a chance to expand my skills and perspective. Each project teaches me something—about the craft, about collaboration, and about what it means to connect with others through art.
At the end of the day, it’s the blend of client satisfaction, creative exploration, and personal growth that makes being a creative so fulfilling. It’s a journey where every milestone is a celebration—not just of what we’ve achieved but of what’s possible when passion, creativity and imagination come together.
Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?
One of the most challenging aspects of being a creative—something non-creatives might struggle to fully grasp—is the relentless hustle of finding work. It’s not just about doing the work we’re passionate about; it’s about constantly looking for the next opportunity. “Looking for work is a full-time job.” as Adrian Selkowitz from Cowboy Bear Ninja said to me during a shoot. Whether it’s pitching ideas to brands, submitting self-tapes, reaching out to potential collaborators, or crafting resumes and portfolios, the search for meaningful work never stops.
What makes this particularly tough is the uncertainty. Unlike more traditional careers, where stability might come in the form of a predictable paycheck or clear career trajectory, the creative journey is often unpredictable. You could spend weeks pitching ideas or perfecting proposals only to face silence or rejection. And while every “no” teaches you resilience, it doesn’t make the grind any easier.
On top of that, there’s the emotional labor of keeping your creativity alive while managing this constant pursuit. The act of creating is a deeply personal process, and balancing that with the business side of things—promoting yourself, networking, staying relevant—can feel overwhelming.
But there’s a silver lining that keeps us going: the sheer love for what we do. Despite the challenges, this career offers something incredibly rare—the ability to share our passions, tell stories, and connect with people in profound ways. Every small victory, every project that comes to life, is a reminder of why we keep pushing. And it’s not just about sustaining a career; it’s about the fulfillment of building something meaningful from nothing.
So, if you’re not a creative but you know someone who is, remember this: the beauty you see in their work is the result of tireless effort, countless rejections, and an unshakable belief in the value of their craft. Sometimes, all we need is a little acknowledgment and understanding—it goes a long way in making this journey feel a little less lonely.
Contact Info:
- Website: https://zapicostudios.com
- Instagram: @zapicostudios
Image Credits
Photographer: Saffron Lancaster
Creative Director: Ruth Zapico