We Rate Dogs: Commercial pet photography for a brand that puts dogs first

The Brand

If you've spent any time on the internet in the last decade, you already know We Rate Dogs. Matt Nelson started it in 2015 as a college student just posting dog photos on Twitter with funny captions and ratings that always, always went above 10. Fast forward to now and it's a pet brand with over 23 million followers across platforms, a merchandise line people genuinely love, and a nonprofit that's changed the lives of hundreds of dogs. It's one of those rare internet things that just got better over time.

The Mission

Here's the part I love to talk about, because it's honestly why I love working with them!

Every regularly priced item from the Tell Your Dog I Said Hi collection sends 15% of net proceeds to the 15/10 Foundation, a 501(c)(3) nonprofit that Matt Nelson started in 2020. The name comes from the highest rating ever given on We Rate Dogs, and the mission is straightforward: fund medical care for shelter dogs with health or behavioral issues who are the least likely to make it out alive.

When you see what that money actually does it's hard not to feel something. Dixey needed an $11,700 surgery after getting hit by a car. Mateo somehow swallowed an entire tennis ball intact and needed it surgically removed. Forty-two dogs pulled from a hoarding situation who collectively needed $25,000 just to start healing. The foundation covers it, the rescue partners step in, and dogs who had no shot find forever homes. Your hoodie purchase is genuinely part of that chain.

The Creative Direction

This is ongoing commercial pet photography project that I get to keep coming back to, which honestly makes it even more fun. The direction has always been pretty simple: natural, loving moments between people and their dogs. Nothing staged or overly polished. As a Los Angeles pet photographer I've learned that the best dog product photography happens when you stop trying to control everything and just let the dog do whatever the dog is going to do. You stay ready, and you catch the good stuff when it comes!

It's the kind of pet lifestyle photography and brand photography work that feels really aligned with who I am as a photographer. Authentic, warm, a little unpredictable. Exactly how dogs are in real life. Most of the photos are taken with my camera, but some with my phone as well, to feel like slightly more approachable user generated content. Sharing some of my favorites below!