How I Got Here: Photographer, stylist, and content creator Deejay Jukic
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Admit it, we’ve all been there – stalking social media and LinkedIn profiles, trying desperately to figure out how the hell someone got their dream job.
It seems impossible and yet there they are, living out your career fantasy (minus the itchy business suit). It might seem hard to believe, but once upon a time, they were also fantasising about their future career, and with some hard work, they made it.
Welcome to How I Got Here, HerCanberra’s series that reveals everything you want to know about the secrets of career success.
From the streets of New York to Fashion Week runways and billboards and busses, photographer, stylist, and local content creator Deejay Jukic’s work has taken her to some amazing places. Here, we sit down with her to talk about her career as a Canberra creative.
Existential crisis time: Who are you and what do you do?
Hi! I’m Deejay Jukic – a born and bred Canberran who escaped the nine-to-five lure of the public service to pursue a creative life on my own terms. I’m a passionate photographer, stylist, and content creator, and the founder of We Are Found.
A couple of years ago, I took a leap of faith, left the government sector, and took We Are Found full-time –and I haven’t looked back. While I’ve been shooting for over ten years, I honestly feel like I’m only just getting started. I’m still refining what it is that I do, how I do it, and the kind of work I want to put into the world.
These days, I shoot everything from fashion and street style to food campaigns, real estate, portraits, events, and branded content. One day I might be styling and photographing a menu launch, the next I’m capturing the architecture of a dreamy home, and then jumping into Fashion Week to chase bold looks on the street.
At the heart of it all is a deep love for people, aesthetics, and storytelling. I’ve been lucky enough to build a life doing what I love, through my lens. Whether it’s helping someone feel confident in front of the camera or bringing a brand’s story to life, I’m here to create imagery that feels intimate, intentional, and just a little bit of magic.
Let’s go back to when you were a kid – have you always dreamed of working in this industry?
Not exactly. I was brought up in a traditional family where creative jobs weren’t really seen as “real careers”, but more like hobbies or side passions. But looking back, the signs were all there.
I remember picking out sunflower-print fabric with my mum to have my Year 6 graduation outfit custom-made – a matching vest and palazzo pants, of course. I’d spent hours dragging her through the mall hunting for tencel overall jeans in my size when they first became a thing. I even used the leftover tulle from sugared almond bomboniere from ethnic weddings to make dresses for my Barbies.
Even if I didn’t know what a stylist, photographer or creative director was back then, I was already living and breathing it. Fashion was my first language – and photography became my way of speaking it fluently.
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Tell us about when you were first starting out. What set a fire in your belly and how did you do it?
To be honest, I found photography at a really low point in my life. Things had crumbled in my personal world and I was determined not to let the negativity consume me. I’d organised a creative shoot where I was styling, and the photographer, Garry Chiu, handed me a camera to capture some behind-the-scenes moments while he shot our vision. It sounds cheesy, but something shifted at that moment. It was like alchemy. The camera gave me a new lens, literally and figuratively, to see the full spectrum of colour and beauty in the world around me. It gave me purpose, kept me busy, and grounded me when everything else felt shaky.
From there, I was hooked. I spent every weekend out shooting street style or organising shoots with Canberra’s wonderfully supportive creative community. I was also involved in a fashion blog that brought together all my passions – fashion, photography, and writing – and that really lit me up.
For years I juggled it alongside my job in the public service, doing comms by day and content creation on weekends. But after ten years of running photography as a side hustle, I reached a point where I couldn’t ignore the creative pull any longer. It was like, if not now, then when? So I quit the nine-to-five, went all in, and began the hustle. There were definitely tears and moments of doubt, but I kept going. And now, I’m lucky enough to say I get to do what I love full-time.
Where do you see yourself in five years?
I’m honestly terrible at future planning, but I do know what feels good to dream about. I’d love to have a light-filled, industrial-style studio space that doubles as a creative hub – a space where I can work, collaborate, and explore the 101 hobbies I tend to pick up along the way.
I see Canberra as my base, but I’d love to be travelling regularly to cities rich in content and culture like New York or Tokyo. Maybe one day I’ll even put together a book or visual journal that weaves together fashion, travel and storytelling – something tactile and lasting.
What I’m certain about is that I want to keep freelancing, keep creating, and see where this journey continues to take me.
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Recall a time when you wanted to chuck it all in – what did you tell yourself when it got too hard?
Oh, I’ve had many cry-on-the-floor moments. It hasn’t been easy, that’s for sure. Those moments usually hit during burnout, slow periods, 2 am tech meltdowns, or the sheer panic of thinking I’ve lost a memory card (don’t worry, it was found).
But I always come back to this: you didn’t come this far to play it safe. I remind myself that I can always go back to a “safe” job if I really need to, but I’d rather stumble doing something I love than succeed at something that drains me.
And honestly, I have to keep reminding myself that there’s no right or wrong timeline. We’re all doing life differently, and that’s okay. My path might be messy, a bit chaotic, unpredictable, and a little unconventional – but it’s mine, and that’s what makes it worth it.
What’s the best piece of advice you’ve ever received?
The best piece of advice I’ve ever received is that people will always remember how you made them feel. It sounds simple, but it’s shaped everything about how I work. Whether it’s on a shoot, in an email, or just a quick interaction, I carry that with me.
It reminds me that my job isn’t just about taking a great photo. It’s about creating an experience where someone feels comfortable, confident, and seen. I’m human, I get tired and pulled in a million directions, but when I’m with someone, I show up fully. Because when someone feels good in the moment, that energy is what makes the image powerful. That’s where the magic is.
What is it about your industry that you love, and what makes you want to pull your hair out?
I love the intimacy of capturing someone’s story through visuals. I get to be part of life’s big moments, like business launches, weddings, christenings, family milestones, and campaigns. Helping people feel amazing in front of the lens never gets old. It’s a real privilege to create something that holds meaning and emotion for someone else.
What makes me want to scream into a pillow is when people undervalue creativity and the process behind it. There is so much invisible labour that goes into “just one photo”, from location scouting and styling to lighting setups and the post-editing process. People often don’t account for those things when they’re asking for a quote, and that can be frustrating when you know the amount of care, experience, and hours involved.
Tell us how you ‘stay in the know’ – what media do you consume?
Instagram is definitely my daily scroll, and Pinterest is where I go to explore visuals and spark ideas. I love keeping up with global Fashion Week content and I probably watch way too many behind-the-scenes reels, but I find them inspiring. I’m always curious to see how other creatives build their careers and bring their visions to life.
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What was your biggest break?
There have been a few pivotal moments, but one of my first real pinch-me moments was during my first six months of learning photography. A friend managed to organise a media pass for New York Fashion Week, and suddenly I found myself shooting shows in one of the fashion capitals of the world. I had no idea what I was doing, but it cemented future years of attendance and opened my eyes to what was possible. It was a major turning point.
More recently, being hired by the ACT Electoral Commission to photograph the 2024 election was a full-circle moment. It brought together my background in public relations with my creative work behind the camera. Both of those experiences reminded me that I’m exactly where I’m meant to be.
Why should people follow in your footsteps?
Why follow in my footsteps? Well, I’ll be honest. This journey isn’t for the faint-hearted. It’s for the bold. For the ones stuck at a desk, daydreaming of a more creative life. If that’s you, consider this your permission slip. The life you want is possible, it’s just on the other side of fear. You just need the vision and the courage to back yourself. From there, you can create a life with freedom, creativity, and purpose all working together.
You don’t have to stick to one path. You can blend your skillsets, share your story, and carve out something completely your own. That’s exactly what I did. And to be honest, I’m still figuring it out as I go. But I’m doing it on my terms, and that makes it all worth it.
What advice would you give your past self?
You’re not too much. Your love for aesthetics, emotion, fashion, and people is your superpower. Stop waiting for the “right time” or someone else’s approval. It doesn’t need to be perfect just start now. It all counts.
