We recently connected with Hiro Sogi and have shared our conversation below.

Hiro, thanks for joining us, excited to have you contributing your stories and insights. Earning a full time living from one’s creative career can be incredibly difficult. Have you been able to do so and if so, can you share some of the key parts of your journey and any important advice or lessons that might help creatives who haven’t been able to yet?

November 1st 2025, marked my first year as a fairly successful freelance photographer. Successful enough to pay my living expenses without reaching into the savings account too much. Six years prior, I was a full-time staff at a winery in Napa Valley with little to no education or knowledge in photography. My glimpse of interest in photography started from a place of need rather than a want when Covid-19 suspended all in-person tastings; forcing wineries to pivot their marketing and sales strategies as DTC initially plummeted. My winery didn’t have notable marketing budgets so I took it upon myself to try creating images that were creative and enticing enough.

Again, I had no prior experience or education when it came to photography. Shutter speed? Aperature? ISO? None of those meant anything to me. Starting out, my sole photography gear was the iPhone XS. What excited me the most was the process of creating a ‘scene’ based on my research of the various wines and winemakers. What mattered to me at the time was the story and message I was attempting to portray. Once in a while, I still look back smirking at those first images while largely appreciating the earnest effort and creativity.

I appreciate the process I had gone through to get to where I am today and I honestly do not wish my experience to be any different. I had always been told to ‘trust in the process’ and that is exactly what I did. Hindsight is always 20/20, and I choose to not dwell on the past for my inexperience.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I am now a photographer based out of Sonoma County under Hiro Sogi Media. My journey began when I started taking images for the winery I used to work for, and over time, I began wanting to take better, timeless images that I can be proud of.

With countless genres of photography available to me, I focus on Portraiture, Food, Wine, and Events. I purposely chose broader genres because I want to shoot EVERYTHING! It is very hard for me to settle in one genre.

My goal is to create honest images that reflect the moment. Whether it’s capturing a memory, telling a story, or supporting a brand, my work is about connection; connecting people to people, and businesses to the people they care about. I absolutely love capturing people working on their passions and their craft. Nothing makes me happier than seeing people finding pride and happiness in their craft.

Can you tell us about a time you’ve had to pivot?

A moment when I decided to change careers was when I realized I no longer wanted to be tied down to a single work location. Before photography ever came into my life, I always envisioned my life as becoming a sommelier and continue working in the wine world. That resolve started to waver when I realize I wasn’t exactly ‘happy’ with my work schedule. 5 days a week, 8 hours a day. I am a individual with many interests and my work schedule didn’t allow me to explore those interests when I wanted to, and how I wanted to. As a curious individual that ebbs and flows, it has always been difficult for me to keep a regimented schedule. Sometimes I’ll wake up at 6am to work out and begin working at 10am, other times I’ll sleep in until 9am, not work out at all, and begin working at 2pm. I’ll have phases where I’ll be obsessed with one topic for a month, then the next month I’ll find a completely different hobby to explore.

When I thought about photography, I felt like many more doors of opportunity opened up. I get to make my own hours, invest my time in all my interests, and even have opportunities to work with people in those topics I am interested in. This was my ‘ahah’ moment in how I have decided to change the direction of my career to sustain the life I wanted to live.

What do you find most rewarding about being a creative?

Truly the most rewarding aspect of being a creative is that if I am spearheading a project, I have complete ownership and accountability for the art that I create. This also means that I get to determine how and when it happens. For me, this has meant I have freedom for time and be much more intentional with the projects I spend my energy on.

Contact Info:

• Website: https://www.hirosogimedia.com/
• Instagram: @hirosogimedia
• Facebook: https://www.facebook.com/hiro.sogi/
• Linkedin: https://www.linkedin.com/in/hiromusogi

Image Credits

Hiro Sogi Media