Sonia Hong is a visionary creative professional with a career dedicated to blending technology, popular culture, and storytelling. She has developed, directed, and produced over 100 digital productions and livestreams, working with major names like Netflix, YouTube Music, Target, and Marvel.
Her standout projects include MTV’s Wild N’ Out Digital Special (1.1M views), Mr.Beast’s Creator Games (6.7M views), and the launch of Cardi B and Megan Thee Stallion’s WAP (5.8M views). Passionate about amplifying diverse voices and authenticity, Sonia continues to shape the future of digital storytelling.
We’re grateful for her insights and her inspiring vision for the industry. We extend our heartfelt thanks to Sonia for sharing her experiences, offering a glimpse into her unfolding journey and her work towards the future of digital storytelling.
IMAGE: SONIA HONG
Can you tell us about your background and what inspired you to pursue a career as a director, producer, and creative director? How has your background in film influenced your approach to digital production and livestreaming?
As an only child, my early years were shaped by a boundless imagination and a deep love for storytelling. I spent countless hours reading fiction, devouring graphic novels, sketching my own comics, and building intricate stories with my toys. From a young age, I was drawn to creating worlds and narratives that could transport people to new perspectives.
This curiosity led me into various art forms—from writing and visual arts to photography, theater, and animation. Film quickly became my most compelling medium. It’s an art form that unites all these passions, offering a powerful vehicle for storytelling that enables audiences to explore the full spectrum of humanity.
After deciding to leave film school, I gained hands-on experience working in the art department for films and commercials, designing scenes and constructing sets and props.
This work allowed me to channel my creativity in tactile, immersive ways. From there, I moved into directing and shooting, which eventually led me to work in the high-tech sector where I quickly moved into a broader role as lead brand strategist, developing campaigns that were designed to humanize healthcare—focusing on people, not just patients.
My personal projects during this period often examined themes of gender identity and empowerment and were showcased at festivals like the Toronto Urban Film Festival and Reel Asian International Film Festival.
My path then led me into the world of new media, where I could apply my strong interest in pop culture, trends, and understanding of the forces that shape the zeitgeist. As Head of Production & Creative Development for a tech startup, I was tasked with building out the media side of the company from the ground up.
I directed and produced numerous shows, oversaw quality control as the creative director, and expanded the team, ultimately scaling the media department into a multi-million-dollar division. This role gave me the opportunity to work with some of the biggest celebrities, including Michelle Pfeiffer, Justin Bieber, Maya Rudolph, and Chrissy Teigen, as well as major platforms like Netflix, YouTube, and MTV.
I consistently experimented with new technologies to enhance creative impact and developed unique, platform-specific content in collaboration with Meta, TikTok, and YouTube. My experience in film and new media has instilled in me a versatile approach to creativity, adaptability, and an ability to create supportive spaces for creative collaboration.
Mentorship has been another key part of my journey. I’ve had the privilege of mentoring emerging voices through Reel Asian’s Unsung Voices program and speaking at high schools for Asian Heritage Month. These experiences have reinforced my commitment to uplifting BIPOC and LGBTQ+ voices, and I am eager to continue supporting diverse talent.
Now, I am thrilled to embark on a new chapter with a renewed focus on film and television. I’m bringing the insights and expertise gained from new media to craft fiction that resonates with today’s digital-native youth audiences. My aim is to build a vibrant, engaged audience and to create stories that reflect the complex, dynamic nature of the world we live in.
What essential skills do you consider crucial for your work, and how do you stay current with emerging technologies and trends in digital media?
Flexibility is key. The ability to pivot quickly and effectively has been essential in my career. I’m always paying attention to global and cultural shifts that impact what audiences want to see. Staying connected to the world around me—whether through social media, news, novels, or pop culture—is a way of constantly broadening my perspective.
One moment that really tested my adaptability was during the height of the pandemic. Livestreaming exploded, and I worked on high-profile projects like Cardi B and Megan Thee Stallion’s WAP music video drop, Justin Beiber and Chance the Rapper’s Holy music video drop, and Maya Rudolph’s pre-show conversation before Prince’s unreleased Sign “O” The Times 1987 NYE gig.
Working on these moments pushed the limits of technology while navigating safety protocols—it demanded strategic and constant innovation. These moments taught me not only about the importance of staying nimble but also how crucial it is to keep art personal and immersive, even when the world feels disconnected.
What differentiates your work from others in the industry?
My work is all about weaving together varied experiences. With a foundation in traditional filmmaking and time spent working in leadership, I bring a visual and emotional depth to storytelling that’s deeply informed by my background in production design. I don’t just see the story; I see the world I’m creating in intricate, vivid detail before it comes to life.
But what really sets my work apart is my commitment to elevating stories that are often overlooked or misrepresented. I’m driven by the question: whose voices aren’t being heard, and how can we amplify them?
From my experience in digital media, where anyone can share their story, to traditional film spaces where diverse voices can still be pushed aside, I’m constantly working to unearth authentic perspectives. I believe the power of storytelling lies in creating spaces for those rich, nuanced voices that challenge the status quo.
Could you share some insights and challenges you faced while working on MrBeast’s Creator Games?
The first Creator Games were an unforgettable experience. It was one of the first major livestream charity events as lockdowns hit, and the scale was massive. We had the top YouTube creators and celebrities such as Jack Black, and the production involved managing multiple moving parts across the globe.
One of the biggest challenges was when our stream was hacked midway through the event because one of the contestants accidentally livestreamed the join link (as well as Mr. Beast’s phone number). Suddenly, the back-end was flooded with users and spam. It was pure chaos, but my team stayed incredibly calm, and we got everything back up in record time.
The stream ended up with over 662K peak concurrent views, raising over $1 million for the World Health Organization’s coronavirus solidarity response fund and won a Streamy Award for Best Live Special.
A fun side effect was that I briefly became a meme! Jimmy (MrBeast) kept mentioning me on camera as I cued different moments, and it led to some pretty hilarious memes, like the “cat frantically typing” meme captioned with “this is how I imagine Sonia looks rn”! They weren’t exactly wrong!
It’s a reminder of how interactive and communal digital media has become—whether it’s a livestream, a Netflix binge, or an A24 film, people rush to Reddit or X to engage with others and build conversations around the content.
What are some of your most recent projects, and what are you currently working on? Can you give us a sneak peek into any upcoming projects or collaborations that you’re excited about?
I’m genuinely excited about the direction my career is taking. Currently, I’m diving into projects that push boundaries on major platforms like YouTube and beyond, and I’m thrilled to be Executive Producing a unique digital series that follows a Gen-Z girl gang navigating the chaos of modern life with boldness, humor, and unapologetic authenticity. It’s a fresh, fearless look at friendship and identity that speaks directly to the experiences of today’s youth.
I’m also stepping into new territory with a sci-fi feature film producer role, which brings new creative challenges and opportunities for exploration. Predominantly, I’m working with Say Studios, where I’m building out a production team and a writers’ room to break new ground in digital storytelling on YouTube. The hunger and creativity from emerging voices are incredibly inspiring, and it’s an honor to be part of this next wave of filmmaking.
This year, I also had the privilege of serving on the Advisory Committee for the Reel Asian Film Festival, where I helped guide the programming and celebrate diverse, impactful stories. It’s an exciting time to be exploring innovative storytelling formats that resonate with today’s audiences. I wish I could say more right now!
How do you see the future of digital production and livestreaming evolving, and what new formats or technologies are you most excited to experiment with in your work?
The future is all about understanding how audiences are evolving in their viewing habits and finding ways to meet them there without losing the heart of great storytelling. I’m constantly asking questions like: what does high-quality storytelling look like in a decentralized media landscape? And how can we build content that’s not just engaging, but also conceptually rich?
For instance, I recently co-directed a livestream with Target for the release of Black Panther: Wakanda Forever, called Unboxing Wakanda Forever. It was about more than just promoting products; it was about creating a cultural moment that celebrated Black representation in blockbuster media, while balancing the emotional weight of actor Chadwick Boseman’s passing.
These days, I’m taking that level of depth even further. In a project I’m developing with a clothing brand, there’s no overt selling involved. Instead, we’re building a universe that reflects the brand’s values, focusing on relatable narratives that resonate with their community. It’s all about trust, authenticity, and creating something that feels real – or that questions, what even is real?
What advice would you give to aspiring directors, producers, and creative directors looking to make their mark in the industry?
Forge your own path. If the traditional doors aren’t opening for you, don’t think that means your art has any less value. The industry is changing rapidly, and there’s always room for new voices, fresh perspectives, and authentic stories. And I’ll be here, doing whatever I can to create more space for diverse voices to thrive.
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