Thomas Hawk, “evangelist” and CEO for the photo-sharing start-up Zooomr,” is approaching his goal to publish a library of 1,000,000 finished, processed photographs before he dies with this photo-set of 78 images shot throughout my adopted home of Sonoma, CA.

Through Hawk’s lens, the quaint, wine country burg cameos as a carnivalesque madhouse of Americana-hued grotesquerie, which, after a local weekend binge, seems entirely accurate. Hawk manages to achieve quality in quantity (he just uploaded his 14,000th image to flickr today ? congrats!) as he reframes the wine country experience beyond the wrath of grape and vineyard portraiture and achieves something entirely more iconic, if sinister.