Where it all began

I didn't start behind a camera. My path into photography was a long one — and looking back, every step of it was preparing me for the work I do now.

It began with years of studying life drawing, learning to truly see the human form — how light falls across a shoulder, how posture communicates confidence or vulnerability, how proportion and space work together to create something compelling.

From there, I moved into graphic design, where composition, visual hierarchy, and the relationship between elements became second nature. Then came the fashion industry, where I spent years in client-facing management roles that sharpened my eye for wardrobing, styling, and — perhaps most importantly — people.

And then I picked up a camera. And everything clicked into place.

I realized I wasn't just learning to photograph people. I was bringing together everything I had ever studied, every client I had ever worked with, every eye I had ever trained — and pointing it at a person standing in front of my lens. That's what I mean when I say full circle. And it's exactly what I bring to every model development session I shoot at Julie Licari Photography.

The San Diego market is real — and it's moving

San Diego may feel like a smaller market compared to Los Angeles or New York, but the agencies here are serious, active, and continually expanding their talent rosters. Local casting calls feed regional and national campaigns — commercial, print, theatrical, and media work that is cast right here. The opportunity is real. What agencies need to see from you is a range of looks and styles they can confidently pitch to clients across a variety of campaigns.

Range isn't about being a different person in every shot. It's about demonstrating versatility — the ability to shift naturally between looks, emotions, and contexts without losing authenticity. In a single session, we work to capture you across the dimensions agencies care about most:

COMMERCIAL Warm, relatable, approachable. The face that sells a lifestyle, a product, a feeling.

THEATRICAL Emotional depth and presence. The look that says there's a whole story behind your eyes.

PRINT Clean, strong, and camera-aware. Images that hold up on the page and command attention.

MEDIA & CAMPAIGN Dynamic and adaptable. The presence that translates across platforms and formats.

Meet Seth — a story of potential recognized

Seth came to me through a referral — a friend I had photographed eight years prior. From the moment we connected, I could see exactly what he brought to the table. The kind of young man you'd expect to see in a Vuori or Nike campaign: fit, grounded, and naturally compelling in front of a lens. A martial arts instructor with physical discipline written into the way he carries himself.

He needed images to submit to San Diego agencies and booked my Model Development Session to get them. What followed was one of those shoots that reminds me why I love this work. Before we ever touched the camera, we spent time discussing his goals, his instincts, his vision for his career. We went through his wardrobe together, selecting looks that would do the most work for him. Without a hair and makeup stylist on set that day, every shift in look had to come through clothing, expression, and energy. And it did.

By the end of our studio session, Seth had strong images to submit. But I could see there was more range to uncover. So when a test shoot came up shortly after — a client in the wellness industry who needed a male model for marketing imagery — I immediately thought of Seth. That invitation became the next chapter in his story.

Modeling is much more challenging than most people realize. Not only does it involve a lot of prep time, discussion, and being on your feet for hours, it also incorporates a bit of acting and athleticism as well. — Seth Burns, model & martial arts instructor

SETH BURNS —

Hello, my name is Seth Burns, and I am a new model. I recently had the pleasure of working with Julie Licari and Ryan Cox on a fashion and skincare photoshoot as their main talent. They are both awesome, super fun, and extremely helpful when working together.

I was asked to work with them to model multiple looks and also be a subject of skincare products and techniques for Ryan's spa business. Modeling is much more challenging than I believe most people realize. Not only does it involve a lot of prep time, discussion, and being on your feet moving around for hours at a time, but it also incorporates a bit of acting and athleticism as well.

Giving different looks and expressions can be a challenge sometimes, especially for people not used to expressing strong emotions on camera. And for shoots involving activewear, you will often be asked to display flexibility and athleticism. I have extensive experience in martial arts and acrobatics of over 15 years, which lends itself to not only the movement aspect, but the emotions as well.

Being a top-level national athlete in any sport gives you a body awareness that most people do not often possess. As part of my experience in the Chinese martial art called Wushu, performances and competitions often involve strong expression and facial awareness while doing the movements and jumps. Intensity and presence are extremely important when being photographed — and that experience has helped me adapt to the physical and mental aspects of modeling very quickly.

Overall, it was a great shoot, and I always try to learn and gain experience from any job I do. Julie and Ryan were very informative and helpful, and I look forward to working with them in the future!

Connect with Seth: Instagram @its_sethachu_ or email [email protected]

When Collaboration Becomes Something More

The test shoot Seth joined was for Ryan Cox — a creative whose work exists at the intersection of beauty, artistry, and atmosphere. Ryan has spent over three decades in the beauty industry, working across artistry, education, and luxury retail with a range of prestige houses globally.

His current project, SENSA V, explores the skin through all five senses. It's the kind of work that demands not just a skilled photographer, but a collaborative one. Ryan and I have worked together for years. And the way he describes what happens in our shoots says something, I think, about what a great session — whether for a model development client or a seasoned creative — what a great session can feel like.

We meet in a space where things unfold naturally. Your eye, my hands, and the energy in the room all working in sync to bring something forward in the person in front of us that already exists, but maybe hasn't been fully seen yet. — Ryan Cox, beauty artist & creator of SENSA V

RYAN COX —

I've been in the beauty industry for over three decades, working across artistry, education, and luxury retail, including global work with a range of prestige houses. That foundation is rooted in technique, but over time, my work has evolved into something more atmospheric, where skill becomes secondary to sensation.

A lot of that shift has happened through the work I've done with you over the past few years. Creating together — whether with actors, models, or dancers — has never felt forced or overly structured. We meet in a space where things unfold naturally. Your eye, my hands, and the energy in the room are all working in sync to bring something forward in the person in front of us that already exists, but maybe hasn't been fully seen yet.

What I value most about how we work is that it's honest. We're not trying to make someone into something they're not — we're refining, elevating, and clarifying what's already there. And that translation from idea into physical space, through light, makeup, and styling, always feels really seamless between us.

Right now, I'm developing SENSA V, which is an extension of that same philosophy. It explores the skin through all five senses — the visual language of light and form, the quiet cadence of a room, the memory held in scent, the subtle ritual of taste, and most distinctly, the power of touch. Each element is considered and distilled into something that's felt before it's fully understood.

Our recent shoot really captured that for me. The way we collaborated so fluidly and arrived at something that felt like true art. It's a process I trust deeply. Especially when it's something we're building together.

Connect with Ryan: Instagram @sensafive or email [email protected]

What this means for you

Whether you are Seth — a newcomer with the look, the drive, and the potential, but no portfolio to show for it yet — or a creative like Ryan, building something that needs a collaborator who understands both the technical and the human, the work I do at Julie Licari Photography starts from the same place every time.

We talk first. We listen. We figure out what already exists in you that hasn't been fully seen yet — and then we build images around that. Images that are honest, versatile, and designed to open the right doors.

Agencies aren't looking for perfection. They are looking for potential. And the right images communicate that before you ever walk into the room.

Ready to build your portfolio?

If you're serious about breaking into the San Diego modeling market — commercial, print, theatrical, or media — let's talk about what a Model Development Session at Julie Licari Photography can do for you. Every session is tailored, intentional, and designed to give you images that truly represent your range and your potential. Connect with Julie  ↗