Behind the Scenes: Photographing Pet Food Express for Their Friends & Family Sale

Some shoots are just about the dog. This one was about the people who light up when the dog walks in.

Pet Food Express brought me in to photograph an in-store campaign for their Friends & Family sale at their Beverly Hills store. The idea was simple and honest: show what actually happens when a pet comes through the doors. The staff drop what they’re doing. They kneel down. They know the regulars by name. Treats come out of pockets before anyone asks.

That’s not something you can fake for a camera, and that was the whole point. My job was to stay out of the way and catch it.

Shooting real moments in a working store

Retail shoots come with their own puzzle. Mixed lighting, tight aisles, customers coming and going, and dogs who are far more interested in the treat bins than in looking at me. I kept my setup light and mobile, worked low to the ground the way I always do, and let the interactions unfold on their own. The best frames came from the in-between moments: a tail wag mid-greeting, an employee laughing as a pup tried to climb into their lap, a quiet head scratch at the register.

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Having spent nearly a decade as a vet tech before picking up a camera full time, I’m comfortable reading dogs in busy, unfamiliar spaces. That matters on a set like this. A relaxed dog gives you real expressions, and real expressions are what make a campaign feel warm instead of staged.

Why this one meant something

There’s something special about a campaign whose message is just “we love your animals.” Pet Food Express is a big part of the pet community here in California, and seeing how genuinely their team connects with every dog (and cat) that walks in made this an easy story to tell.

Working with brands

I photograph commercial and lifestyle campaigns for pet brands, retailers, and rescues across Los Angeles. If you’re looking for imagery that feels real, cinematic, and full of personality, get in touch here.