Alright – so today we’ve got the honor of introducing you to Frank Pitchford. We think you’ll enjoy our conversation, we’ve shared it below.
Frank, looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?
Honestly, it starts with my family. I come from a big one—a really big one. One set of grandparents had five children, the other had thirteen. So growing up, I had no shortage of examples to watch and learn from. I saw the hustle, the sacrifice, the unwavering sense of responsibility passed down through generations.
But the two people who shaped me the most were my parents. My mother has been a nurse for over 30 years. She’s done it all—private duty, hospital floors, and everything in between. Her work wasn’t just about long hours and physical labor. It was about compassion, consistency, and showing up—no matter what. And she didn’t just clock in and out of her job—she came home to do the hardest one of all: being a single mother to two kids. Watching her handle everything with grace, even on the hardest days, taught me what strength really looks like.
My father worked in the service industry and at one point owned his own restaurant and catering company. From him, I learned about entrepreneurship and the relentless grind behind the scenes—the late nights, the early mornings, the constant push to provide not just for your family but for your team and your community.
Even though my parents weren’t together for long, each of them gave me something invaluable. From my mom, I got hustle and resilience. From my dad, I got business insight. Together, they showed me that work ethic isn’t just about how hard you work—it’s about why you work.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
I’m the owner of Soho Photos, a Richmond-based photo and video media company that specializes in storytelling for businesses, creatives, and everyday people. Whether it’s capturing a corporate conference, a couple’s wedding day, or a business’s journey from idea to launch, I approach each project with the same core belief: every moment has meaning, and it deserves to be captured with intention.
What I find most exciting about what I do is the balance of art and purpose. Photography and video aren’t just creative outlets for me—they’re tools to elevate people, to preserve legacies, and to help others see themselves the way the world sees them at their best. That’s especially important in the corporate and small business world, where a strong image or short-form video can completely change how a brand connects with its audience.
Right now, I’m especially focused on helping businesses maximize their long-form content by converting it into impactful short-form clips for platforms like Instagram, LinkedIn, and YouTube. A lot of companies invest in high-quality footage, but they don’t always know how to repurpose it in a way that keeps people engaged. That’s where we come in—we help them extend the value of their content while keeping it fresh, engaging, and authentic to their brand voice.
This year, we’re expanding more into commercial photography—working with restaurants, bars, and other local businesses to create stunning visual assets that showcase not just products, but the energy and story behind them. I love that side of the business because it’s fast-paced, creative, and grounded in community.
At the end of the day, Soho Photos is about more than taking pictures or filming events—it’s about helping people feel seen and giving their stories the spotlight they deserve.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Looking back, I’d say three qualities have really carried me through my journey: consistency, adaptability, and empathy.
Consistency was the first lesson I learned—watching my mom work long shifts as a nurse, then come home and still be fully present for us. That kind of steady, reliable effort stuck with me. In creative work, consistency isn’t just about showing up—it’s about delivering quality over and over, even when inspiration is low or life gets busy. If you’re starting out, don’t worry about being perfect—just focus on being reliable. Do what you say you’re going to do, meet deadlines, and keep putting in the reps. That alone will separate you from a lot of people.
Adaptability came from my dad. Owning a restaurant meant he had to wear a lot of hats—cook, manager, marketer, delivery guy if needed. In photography and video, things don’t always go as planned—weather changes, equipment fails, a client’s vision evolves mid-shoot. Being able to pivot without panic is key. My advice: stay curious and keep learning. The more tools you have in your creative toolbox, the easier it is to adjust and keep moving forward.
And lastly, empathy has probably been the most important. Whether I’m working with a nervous client who’s never been on camera, a bride on her wedding day, or a business owner trying to get their vision across—it always comes down to understanding people. The better you listen, the better you’ll serve. If you want to grow in this area, practice active listening, ask thoughtful questions, and remember: the work isn’t about you, it’s about who you’re serving.
Everyone’s journey looks different, but those three traits—consistency, adaptability, and empathy—have helped me stay grounded while still growing. And if you can develop those early on, you’ll build something that lasts.
Is there a particular challenge you are currently facing?
Right now, the biggest challenge I’m facing is finding the right balance between working in the business and working on the business.
As a creative, it’s easy to get caught up in the day-to-day—shooting, editing, delivering content, managing client expectations. But as a business owner, I know that if I want Soho Photos to grow and scale, I have to carve out time to focus on strategy, systems, and sustainability. That includes things like refining our service offerings, creating streamlined processes, improving client onboarding, and being intentional about how we market ourselves.
To overcome this, I’ve started setting aside dedicated time each week just for “CEO mode”—no client work, no emails, just time to zoom out and focus on the bigger picture. I’m also working on delegating more, building out a small team of trusted collaborators, and automating parts of the business that don’t require my hands directly. It’s not always easy—especially when you’re used to doing everything yourself—but I’m learning that growth requires letting go in order to level up.
Ultimately, I want Soho Photos to be more than just me behind the lens—I want it to be a creative hub that serves people well, with or without me being involved in every single detail. That’s the vision, and I’m building toward it one intentional step at a time.
Contact Info:
- Website: https://www.sohophotos.com
- Instagram: sohophotos
- Facebook: sohophotos
Image Credits
All images are products of SOHO PHOTOS LLC
so if you or someone you know deserves recognition please let us know here.
