The impact of advertising, whether or not we've consented to it. Oh, and how advertising can change the world. 

Buy this! 

Look like this!

Your dream life, live and in HD! 

Every day you are exposed to anywhere from 6,000-10,000 advertisements. Billboards, social media ads, television commercials, wheatpaste posters, internet pop-ups, the list goes on...advertising is everywhere. 

While the overt messaging is to buy, buy, buy, the subliminal messaging is far more sinister. It says, "This is beautiful, and therefore, that is not."

Whether or not you have consented to this exposure is irrelevant; it's happening. It creeps into your subconscious and our collective unconscious, quickly firing messages about what's beautiful, what's acceptable, what's cool, what you need to buy, or what you need to "fix."

Advertising = Lack?

Advertisers are gifted at creating content that implies a feeling of lack. Lack of perfect hair or skin, lack of the newest bag, lack of youth, lack of satiation, and lack of contentment. If we were delighted with ourselves and our lives, we wouldn't need these products or services, right?

Next-Gen of Culture Shaping

The highest potential for a brand/advertiser is to shape culture and how we see ourselves and others. Fortunately, a new generation of creatives and brands are showing up to transform advertising from its current status quo. These creatives see an opportunity in advertising, one in which we can affect positive change. Great advertising can break down stereotypes and expand inclusivity so that no one feels unseen or misrepresented.

Leaders in Authenticity and Empowerment

If you could market your product and, along the way, change how people feel about themselves, wouldn't you want to? 

There is a unique opportunity now to be a leader. Society craves authenticity and empowerment, yet not all brands/advertisers have that message. 

What if you could simultaneously sell a red lipstick and increase representation in the queer community? That little red lipstick tube can increase visibility and normalization for queer lives. This reduces the rate of suicide among queer teens or hate crimes against the queer community in general. All of a sudden, the advertising of that red lipstick has changed lives. 

Is Mediocrity Your Thing? 

If mediocrity and maintaining the status quo are fine by you, then this article isn't for you. But if you work in advertising or you sell a product, or you're a young person entertaining the idea of getting into advertising and marketing, I implore you to please consider the impact of the work you put out and the opportunity at hand to make a real difference in the world. 

Hi! Hello! It’s so nice you’re here, thank you.

My name is Julia Comita.

I hail from the bay area, California. My dear friends call me Jewlz, you can call me that too if you like. 

I moved to the Big Apple in 2011 to fulfill back to back internships for Vogue and Steven Klein Studio. I further cut my teeth with a digital capture and post house run by the fantastically hard working Drew Doggett and Scott Fenn. Thereafter for many years I worked as a freelance digital tech and retoucher for some of the industry’s finest photographers. Many challenges presented themselves and I learned to think fast, be flexible, work with others, and always (always!) have a good attitude.

After countless days of getting up at dawn, getting on planes, lugging gear, and making sure that image isn’t even one point too magenta for whichever photographer I was lucky enough to be with that day, I decided it was time to take the leap and go out on my own as a photographer. While many assistants opt not to shoot during their time assisting, that was never me. Ever since art school, I’ve had a camera in my hand and inspired, creative co-conspirators at my side, and I couldn’t imagine it any other way to be honest. Sleep be damned! This made taking that leap just a little bit easier. Oh, and so did my faithful studio manager and work-wife of many years, Numidas Prasarn, without whom I wouldn’t be where I am today. Thanks, Numi.

I’ve always found photography to be a curious thing and I absolutely LOVE to experiment. Back in art school, I exclusively did black and white until I felt ready to do color. And then I DID COLOR, full on, still do. Through my experimentation, I’ve learned a thing or two about production, shooting in unexpected places, studio lighting, still life, animations, hair/makeup/styling, collaboration, directing video, casting, and more. I’ve also learned that the experience is as important as the result. In fact, the experience can totally shape the result, which is why I pride myself on working with collaborators who are not only talented, but also considerate and kind human beings. I have no room for assholes on my set.

The other thing I’ve learned a lot about (and am still learning about) is representation and inclusion, and the important of having diversity both in front of and behind the lens. This is not a fad for me, or a set of buzzwords. It’s a mindset and a practice that I’m constantly working on growing. If this means a lot to you too, I’m sure we will be fast friends. I could honestly talk for hours on this topic, but I will save it for future blog posts.

With all that said, I’m sure you’re a highly creative, considerate, and kind human being, and I’d love to meet you IRL now that Covid is (sort of) winding down. If you’re more of a zoom person (or you’re just very busy!), I’m also happy to hop on a video chat to meet and see how we could partner in the coming days/months/years. You can reach me directly here.

Let’s get inspired and make something BOLD!

xo, Julia

PS. Some not entirely useless but definitely fun facts about me:

• I have two cats who I am OBSESSED with. Their names are Station and Sam. Actually that’s Sammy Davis Jr. Jr. to be precise.

• I’m a die-hard identifying Scorpio who’s embraced her Leo moon but still struggles with her Gemini rising. Sorry (not sorry!) for those of you that this piece of information is annoying to. I’m also a self-identifying Witch and gladly welcome anyone who wants to make a tincture or howl at the moon with me

Photo by Daren Race

• I got down on one knee for my best friend and life partner Javier last year, and this summer (2022) we’re tying the knot in Montana

Photo by Rene Cervantes