One of the most fun things about pet product photography is that you get to hang out with your favourite dogs! When you need to show your product being enjoyed by a dog, you are going to need a dog model (or two!).
Your choice of dog model very much dictates how successful your images and photoshoot will be.
From a commercial perspective you want to choose a dog breed that your target client is likely to have. It is no good using a Labrador to model when really your product is aimed at owners who like a small companion breed like a Pomeranian.
From an animal focussed ethical perspective you need to choose a dog model who has the skills for the job.
Not all dogs make good models
All dogs are beautiful. But dog models are not just beautiful, they are skilled.
Now while it seems like you can just get any dog to play with your dog toy, eat your dog treats, enjoy a walk wearing your lead; asking a dog to do that for the camera is a whole new challenge.
A photoshoot for a dog is at best an unusual experience, and at worst a very stressful situation for them. And a commercial photoshoot piles on even more pressure, because they need to perform for the camera to achieve the required shots in a limited amount of time.
This is why I only work with a select group of tried and tested dogs to model the products that I am shooting. I know that the dogs I work with:
– are confident
– have a steady temperament
– aren’t easily spooked
– have an exceptional relationship with their handler (i.e. they trust each other).
– they can hold a sit / stay / down cue at a distance.
How I choose my Dog Models
When I’m choosing whether I can work with a dog on a commercial shoot, I’m looking for a few things:
- Are they happy and relaxed in a new environment?
- Are they happy to be touched by people they haven’t met before?
- Do they look to their handler for cues on what to do next?
Not every dog has these qualities, it’s actually very rare. Even my own dogs, who have had their pictures taken thousands of times, are not steady enough for a commercial photoshoot.
Dog welfare is the priority
It’s the single most important thing on a pet product shoot that the dogs taking part feel happy and relaxed. Without them feeling happy and relaxed, you will see the dog looking stressed and fearful in your images – and that does not make a great commercial image.
Dogs cannot speak up and tell us when they are uncomfortable, but they will show it in their body language. It starts with very small signs (position of their ears, tail, squinting eyes, lip licking) and escalates. This is why it is of primary importance that however you run your photoshoot, you have someone on set who can strongly advocate for the welfare of the dogs taking part.
When I produce a photoshoot, that person is me. I will also spend time with clients before the shoot to discuss the shot list and talk about what is realistically achievable for the dogs taking part.
What Dog Models can do
When I’m planning a photoshoot I generally schedule each dog model to be working for one hour. From experience I can assure you that after an hour of work (and it is hard work for them!) they will lose concentration. In that time I estimate that most dogs will be able to model for 5 photos. When I work with a dog, I like to “shoot around the shot”, so while I’m aiming to capture what’s on the shot list, I also snap all the in between moments plus anything unexpected but nice that the dog does which works. So while I aim for 5 photos from the shot list, what we end up with is the 5 on the shot list plus about another 20 of all the lovely candid moments.
Where to find dog models
There are strict guidelines from the BVA about the use of animals in advertising, which include:
– not using dog breeds with physical characteristics that negatively impact their health (flat faced dogs or short legged dogs).
– not using dogs which have been cropped or docked.
– not showing dogs in risky situations (like a child riding on their back, or being tied up outside).
– not showing dogs being over fed.
With all of this in mind, there are still lots of places that you can source dogs that are great for a photoshoot.
- A dog modelling agency.
- Agility clubs / training schools.
- Gun dog training schools.
- Breed showing clubs.
Be clear with what you want each dog to do, and if you can, meet up with them before the shoot and run through the shot list using your phone.
How to get the images you need from a dog model
Before the photoshoot you will need to communicate to each dog model handler the details of what you need from them. I use a briefing document that outlines:
- The date of the shoot.
- Who the client is.
- Where we are meeting.
- Who their key contact is (name and phone number).
- The time that they need to be ready to work.
- A note about how they need to arrive in advance to let their dog settle in to the location (and do their business).
- What they need to bring to the shoot (water for their dog and a LOT of treats cut up in to tiny pieces that will be fed throughout the shoot).
- The photos that we are aiming to get.
- Whether the handler can record and share things on social media (and who to tag).
- If the handler will get to see the final images and if so when (roughly)!
Final Note
The dogs and their owners that come to model your products are people who get hands-on direct experience with your product and brand. If you’re launching something new, they can be a useful source of market research, or an opportunity to spread the word to their dog owning friends. Many of them will be keen to record behind the scenes content to share on social media.