As part of the New Mexico Food Financing Fund documentary series, Rad5 Media stepped inside the retail market channel to highlight the Sangre de Cristo Valley Market, capturing a deeply personal story of local resilience. We documented owner Dominik Apodaca’s remarkable transition from a successful oil field career to taking over his family’s 1960s grocery store in the rural town of Questa.
When the market was on the verge of closing down, Dominik chose to step in—not just to honor his grandfather’s legacy, but to help save his town. By keeping the historic family business alive, he ensured that local residents wouldn’t be forced to travel long distances just to get everyday groceries, fresh produce, and quality meats.
Rather than just discussing state funding, our production team focused on the intense, physical reality of restoring this vital local business. The film showcases the hands-on renovations that saved the building—from replacing warped, rotting wood with a massive new monolithic cement floor to installing high-efficiency compressors that drastically reduce food waste. Through capturing Dominik’s unmatched dedication, which includes partnering with over 30 local vendors to source fresh regional goods, the narrative vividly illustrates how one independent grocer is serving as an essential pillar for rural economic development and reliable food access.
Rad5 Media partnered with Lyra Health and The Mindful Center to produce a large-scale national video campaign introducing mindfulness and meditation to Lyra plan participants across the country.
By blending heritage with creativity, Capitol Bar & Brewery shines as a symbol of New Mexico’s thriving craft brewing scene. Rad5 Media’s creative efforts brought their story to life, drawing in new audiences and solidifying their place as a must-visit destination.
Rad5 Media, a leading digital marketing agency in Albuquerque, partnered with Terra Vera to produce a powerful crowdfunding video telling their founder’s story.
Rad5 Media partnered with Defined Fitness to produce a high-impact promotional video for Grind—their newest studio cycling class designed to push limits through a fusion of HIIT and indoor cycling.
At Rad5 Media, we take pride in celebrating companies like La Primera Tortilla Factory, whose commitment to tradition and excellence brings people together around the table, one tortilla at a time.
Rad5 Media partnered with the State of New Mexico and the Healthy Food Financing Fund to produce a series of testimonial films—categorized into retail, value chain, and institutional buckets—highlighting statewide initiatives dedicated to feeding New Mexicans.
