Carlz J Söda - Writer, AI Educator and Photographer exploring beauty, technology and human agency in the digital age

Personal Branding & Editorial Photography

An award‑winning portrait photographer and creative director based in Melbourne, Carly J Soda is known for her bold imagery, editorial sensibility and authentic storytelling. Her practice spans fine‑art photography, commercial campaigns and personal commissions, always with a focus on celebrating individuality.

Carlz recently completed her Master of Arts in Photography with High Distinction. Her thesis, Chimera: A Visual Reckoning of Beauty and Self, examines how beauty standards, social media and artificial intelligence shape the way we see ourselves, arguing that AI did not invent our beauty ideals so much as inherit and amplify them. The work pairs fine-art portraiture with critical enquiry drawn from thinkers including Baudrillard, Foucault and Kierkegaard.

Explore Chimera >

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Close-up of purple text reading "Herald Sun" on a black background.
The word 'capture' written in stylized purple text with brackets.
Stylized text reading 'MOEV R' with 'Paris' underneath, in purple color on a black background.

As seen in: 

Forbes Australia logo in purple text on black background
The text 'marie claire' written in large lavender-colored letters on a black background.

Photography & Creative Direction Services

Whether you need high‑impact editorial portraits, campaign imagery
or creative direction for a brand launch, Carly brings her cinematic eye and collaborative spirit to every assignment. She works with entrepreneurs, artists and companies who value authenticity and visual storytelling.

Reach out to discuss your project and discover how Carlz can translate your vision into powerful images.

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Contact Carly
A woman with wavy brown hair and blue eyes posing with her hand on her head, wearing a sheer black top and jewelry, leaning on a black chair against a plain background.

Masters Project >

Chimera

Chimera is Carlz’ Master’s project and signature body of work. Through a series of 22 large‑scale portraits, each echoing a tarot card archetype, she confronts the rise of the “Instagram face,” the pressure to conform, and the role of AI in homogenising beauty. Each image moves from natural, individual features to digital manipulation and back again, inviting you to reflect on your own relationship with self‑image.

View the full series online or visit the exhibition in person. Limited‑edition prints and a beautifully designed tarot deck will be available for purchase.

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A collection of recent work

Editorial & personal branding portraits

A showcase of recent shoots across editorial portraits, personal branding, and fine art photography. Whether it’s creating bold, high impact imagery for your brand or capturing authentic, timeless portraits, my focus is on producing work that’s both visually striking and strategically effective.

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Contact me for you next shoot >

A man sitting on a large rock near a body of water during sunset
Black and white portrait of a woman with curly hair, wearing a sleeveless top and leather skirt, posing with hand near chin against plain background.
A woman with dark hair and hoop earrings lying on a leather couch, wearing a denim jacket and jeans, with one arm resting on her head and the other hand near her hair.
A woman lying on her back on a beige leather surface, holding a Polaroid instant camera up to her face, with her right eye closed and wearing orange-tinted sunglasses, a white T-shirt with orange trim, and large hoop earrings.
A man sitting on a black chair with his right foot on a step stool. He is wearing a light-colored button-up shirt, dark pants, and brown boots. He has short, wavy brown hair and is looking to his left against a plain, muted background.
A man sitting on rocks near a body of water at sunset, wearing a dark jacket and khaki pants, with a slight smile and short, styled hair.
A woman with platinum blonde hair sitting on a black chair, wearing a black and white checkered blazer and metallic silver and black thigh-high boots.
A woman with long wavy brown hair wearing a black turtleneck and a bright blue coat standing at a vending machine at night, looking at the camera.
A woman with long platinum blonde hair and bold makeup, wearing a black long-sleeve top, posed with her arms crossed against a dark background illuminated with blue and pink neon lighting.
A woman with wavy hair and makeup resting her head on her hand, wearing a sheer black top with ruffled sleeves, sitting on a black chair.
A woman with long wavy brown hair wearing a dark pinstripe suit and black top, accessorized with layered necklaces and rings, sitting with one hand on a white table against a plain light background.
Young woman with styled hair, holding a makeup brush near her face, looking into a compact mirror.
A woman with long dark wavy hair, wearing a black jacket draped over her shoulders, a black top, light blue jeans, and several jewelry pieces, standing in front of a pink background, smiling with arms crossed.
A woman sitting on the floor, wearing a pink suit, with her legs crossed and one hand resting on her knee, facing the camera with a confident expression, against a dark background.
A man dressed in a colorful suit with a blue blazer and red pants, sitting on a chair with one hand resting on his face and the other on his knee, looking thoughtfully at the camera against a plain background.
Black and white portrait of an older man with gray hair, wearing a white dress shirt and a black vest, standing in a room with bookshelf and wall sconce in the background.
A woman with long gray hair wearing sunglasses, a red coat, and thigh-high black leather boots is holding a large electronic keyboard against a red background.
Young woman with long, platinum blonde hair, wearing a black fishnet top, and sitting against a dark background.
A woman with dark skin and short hair wearing a bright green dress and jewelry, standing in front of a colorful tropical floral background.
Close-up portrait of a woman with wet hair, bold makeup, and a neutral expression, against a plain background.
Carlz J Soda - Melbourne fashion, beauty, portrait and lifestyle photographer. personal branding and portraiture, corporate headshots photography Melbourne. Carly Soderstrom.
Carlz J Soda - Melbourne fashion, beauty, portrait and lifestyle photographer. personal branding and portraiture, corporate headshots photography Melbourne. Carly Soderstrom.
A woman with long, wavy brown hair and blue eyes sitting at a table with her arms crossed, wearing a cream-colored sweater and gold jewelry, against a plain light gray background.