A few weeks ago, I was invited to give a talk about how I created National Dog Photography Day and what I’d learned from the experience. It made me realise that although I’ve spoken about the day itself many times over the years, I’ve never really talked about what happened as a result of creating it.

Like many business owners, I was looking for ways to raise awareness of what I did. I didn’t have a huge marketing budget, I wasn’t running big advertising campaigns, and I certainly didn’t have a PR team behind me. What I did have was an idea and a willingness to try something a little different and not worry about whether it would work or not.

And so National Dog Photography Day was born!

It Started With Procrastination

The idea wasn’t born out of a clever marketing strategy, in fact, it started when I was supposed to be working and I was flicking through a content planning calendar trying to plan my social media. As I was looking through the list of awareness days, one particular entry caught my eye: Ugly Trucks Day and I got to thinking : who comes up with these things? And then I started wondering, if someone created that, could I create one too? And what would I call it?

That question sent me down a rabbit hole of awareness day registers, PR calendars and media databases. The more I researched, the more I realised that many awareness days aren’t created by governments or huge organisations, they’re often started by individuals, charities and businesses who are passionate about a particular topic. At the time, I was working as a pet photographer, and it didn’t take long before the idea for National Dog Photography Day began to take shape.

Why National Dog Photography Day?

The strongest awareness days are built around something that genuinely matters to both you and your audience. For me, that was simple. I loved helping people celebrate their dogs through photography, and I could see how much dogs were becoming part of people’s lives in a way that goes deeper than ‘just’ having a dog. Instagram was growing rapidly, dog accounts were everywhere, and people were sharing more photographs of their dogs than ever before.

Creating a day dedicated to celebrating dogs and encouraging people to take better photographs felt like a natural fit. It wasn’t trying to solve a global problem, it was simply bringing people together around something they already loved (like celebrating trucks for their character and dependability rather than their appearance…)

Treat It Like a Launch, Not a Date in the Diary

One of the biggest misconceptions about awareness days is that the work happens on the day itself. In reality, if you want an awareness day to gain traction, you need to treat it like any other launch.

This was one of the biggest discussion points when I gave my recent presentation, several people commented that they hadn’t realised how much preparation goes into building momentum before the day arrives.

Think about how you would approach launching a new product or service. You’d probably work backwards and create content, contact collaborators, reach out to the press, build anticipation and make sure people knew it was coming – an awareness day is no different.

The more effort you put into the lead-up, the more likely people are to engage when the day finally arrives.

The Visibility Opportunities Afterwards

When people ask me about awareness days, they’re usually interested in how to create one, what they don’t often ask is what happens afterwards. Although the engagement on the day was great, the visibility it created afterwards was even better, it led to radio interviews, podcasts, newspaper articles, speaking opportunities and collaborations that simply wouldn’t have existed otherwise.

I have no idea why this is the only photo I have from the speaking gig!

National Dog Photography Day has now been running for several years, the first few years as a pet photographer saw me reaching number one trending on Twitter/X and with big brands and even HRH The Queen getting involved. With the change of direction of my business, it continues to generate engagement, reach and conversations. Below are some of the figures from 2025 when I did a small brand photoshoot giveaway.

More importantly, it gets my brand to people who would never have discovered me otherwise and instead of competing for attention in a crowded social media space, I had created something that people wanted to talk about and participate in, so the awareness day has become a marketing asset that has carried on working long after the day itself had ended.

Creating Opportunities Instead of Waiting For Them

A big lesson I’ve learned through running National Dog Photography Day is that sometimes you can’t just hope to get noticed – you can’t wait for journalists to discover it or for somebody to invite you onto a podcast or ask you to speak at an event. Instead of waiting for opportunities, I created something I was happy talking about and pitched to people who’s audience might like to hear about it.

That doesn’t mean everyone should rush off and create an awareness day tomorrow. It does mean that there is value in thinking beyond traditional marketing and asking yourself what you could create that would genuinely bring people together. If you don’t want to create your own day, you can always find one which is about something you love and figure out a way to get you and your audience involved instead.

Interviews on radio & podcasts as a result of creating an awareness day

What I’d Do Differently If I Started Again Today

• I’d start earlier! I launched the first National Dog Photography Day with far less preparation than I’d recommend now, mainly because I didn’t know what I was doing as there were no check lists on how to create your own awareness day!. If I were doing it again, I’d spend much longer building anticipation and creating resources before the day itself.
• I’d involve more collaborators – the biggest growth comes when other people have a reason to share the message. I’d spend more time identifying complementary businesses and organisations that could help amplify it.
• I’d keep up the momentum – the awareness day created opportunities, but I wasn’t always strategic about capturing them. Today I’d be much more focused on email sign-ups, follow-up content and turning the increased visibility into relationship building.

If You Want To Create Your Own Awareness Day

If you’re considering creating an awareness day for your own business, I’d encourage you to start with something simple – think about what you care about, what your audience cares about and how people could easily participate.

Choose a simple name, one that a 10 year old would understand without explaining and pick a date carefully – avoid big events like Wimbledon and Comic Relief as your day will get lost and if you want to get press coverage, your day will be low on the list.

And give people a reason to get involved and make it easy for them to share and get involved!

Most importantly, don’t get caught up in the idea that it needs to be perfect before you start – you can use your first year as your testing phase while it’s still new and has less eyes on it! National Dog Photography Day certainly wasn’t perfect when it launched, at the time I think I was the first small pet brand to do something like this – I didn’t know anyone else who had done it so I had no resources to pull on, I was basically winging it but I learned as I went along.

Free Resource: Create Your Own Awareness Day

After speaking about this recently, I’ve put together a free quick-start guide for pet businesses and small brands who are interested in creating their own awareness day. Inside you’ll find prompts, planning tips and practical first steps to help you turn an idea into something people can get behind.

You can view it here: Create your own awareness day tips

I’d love to know if you are considering creating your own awareness day!

Kerry x

Professional photographer working Worldwide with Pet Businesses

Personality is key in a dog model.

What Makes a Good Dog Model?

• Are well socialised
• Can settle around new people and environments
• Are able to do a sit and wait at a short distance
• Have reliable recall
• Don’t resource guard food, space, toys, or people
• Are comfortable being gently handled
• Can cope with short periods of focus and repetition

Your Dog Doesn’t Need to Be “Confident”

For the shoots with My Anxious Dog, we used the face of the brand Bella who can be people reactive.

The Dog Always Comes First on My Shoots

It’s good for dogs to have a good skill set like ‘hold’ as this can lead to more bookings.

Why the Right Dog Matters for Commercial Brand Shoots

You can’t fake this kind of enthusiasm on a shoot!

Why I Built a UK Dog Model Database

I couldn’t do my job without the amazing dog models!

Thinking About Applying as a Dog Model?

Professional photographer working Worldwide with Pet Businesses

I’ve been noticing AI generated imagery creeping into pet brand content and I kind of understand…when it first came out, I had a little play too. It’s fun, it’s clever, and it feels like you can create almost anything you want in seconds. Especially as a creative person, it’s hard not to be curious about it. But the more I see it being used by pet businesses, the more it makes me uncomfortable.

Not because I think AI is going to replace photographers (I genuinely don’t), but because of what it can do to a brands reputation.

There’s an emotion in real photography that AI just can’t replicate.

Why real images matters so much for pet brands

When you’re using AI imagery, you’re not actually showing your real product or service in a real moment. Even when it looks realistic… it still isn’t real. And whether people consciously realise it or not, something can feel slightly off.

Sometimes it’s obvious; five legs, two tails, paws appearing from nowhere, but even when the mistakes are subtle, there’s often still a disconnect that people pick up on instinctively.

If someone realises the imagery is AI generated, it can feel a little like they’ve been duped. And if they don’t realise immediately but later discover it wasn’t real in the first place, that trust can take a hit and in the pet industry especially, trust is everything.

People care about what they buy for their dogs and other pets. They want to know something is genuine, tested, loved and used in real life, not just generated to look aesthetically pleasing or ‘perfect’ online. I have to admit, I muted notifications on one pet brand recently because every image was AI generated and it just didn’t connect with me.

Those real moments are what people connect with.

How AI imagery can affect trust and brand perception

The danger with relying too heavily on AI imagery isn’t usually dramatic or immediate. It’s more subtle than that – over time, it can start to chip away at how professional your brand feels, how believable your products appear, and ultimately how much people trust what they’re seeing.

Because great brand imagery isn’t just about creating something visually impressive. It’s about showing how a product or service genuinely fits into real life, all those imperfect but honest moments that make something feel relatable.

Real pet photography vs AI-generated content

This is also why real animal photography still matters so much. Animals don’t perform perfectly. They react to their environment, their emotions, their handlers and the moment they’re in and that unpredictability is actually part of what makes the images feel believable – some of my favourite shots are ones that weren’t actually planned!

Is AI bad for pet businesses?

I don’t think AI itself is inherently bad, like any tool, it depends how it’s used. I use it to help plan my week, refine my content (as I know I can ramble a bit!), and to pull ideas together. But I do think pet brands need to be careful about relying on it too heavily, especially in an industry built so strongly on connection and trust.

The chaos of a dog with a new toy is something worth capturing. 

What kind of imagery actually connects with pet owners?

The imagery that tends to resonate most is usually the imagery that feels honest – those moments where people can recognise themselves and their own pets in your brand, and it’s very rarely perfect! It’s those slightly chaotic moments of real life – the muddy walk, the excited look when a treat is coming their way, the joy of a new favourite toy.

Final thoughts: should pet brands use AI imagery?

For me, this conversation isn’t really about whether AI is “good” or “bad”, it’s about authenticity, trust and what your imagery is saying about your brand, because your photos aren’t just there to look nice they’re there to help people believe and understand what you do.

If you want real photos that connect and are true to your business, feel free to get in touch, I’d love to hear about your brand.

Kerry x

Professional photographer working Worldwide with Pet Businesses

How many times have you landed on a pet brand’s website or social media and before you have read a single word, you already have a feeling about that brand. Whether it feels trustworthy, professional, calm, fun or a little bit unclear, and whether you want to investigate further is usually decided within seconds, and almost all of that comes from the imagery.

Dicky Bags showing a real life example of their products being used somewhere poo bins aren’t always available. 

How pet brand photography tells a story

Your photos aren’t just showing what your product looks like, they’re telling people how it fits into a dog’s life and yours. A lead becomes part of the morning walk whether it’s a stroll through a park or a hike in the fells.  A treat becomes that moment a dog engages and looks up at their human, and a toy becomes an interactive moment of bonding. Whether you’ve planned it or not, your imagery is always telling a story.

Why storytelling imagery builds trust and connection

That matters more than people often realise, because when someone discovers your brand, they’re not just deciding whether they like the product. They’re asking themselves, often without even thinking about it, whether it feels right for them and their dog. If your imagery reflects their world, their lifestyle and how they see their dog, they’re far more likely to connect. If it doesn’t, they tend to move on, often without quite knowing why.

Who does your brand cater for? Let them instantly know in your images.

How to decide what story your pet brand should tell

This is where a lot of brands get stuck. It’s easy to jump straight into “we need some photos” without stepping back and asking what you actually want people to feel when they see your brand. Do you want it to feel calm and considered, outdoor and adventurous, fun and full of energy, or more premium and refined? The story you’re telling through your imagery should reflect that consistently.

Who doesn’t look at this image and want their dog to feel like this in their dog bed? Emotion led photography helps people understand what you do.

Examples of strong pet brand imagery in practice

It’s something I see done really well by brands like East Ruston Cottages, where the imagery is not only recognisable, people know as soon as they land on the website that dogs are at the centre of what they do. It’s not just the setup, it’s the consistency in how the brand feels across everything you see. The same goes for The Innocent Hound, where the imagery carries across social media, catalogues and trade shows, all reinforcing the same story. It’s not about having more images, it’s about having the right ones and using them well. Have a think about the last time you found a brand and thought ‘that’s for me’.

The Innocent Pet Company have used images like this on their website, trade stands and marketing materials.

How to create pet brand imagery that actually works

When you approach a shoot like this, it becomes less about what looks nice and more about what makes sense for your brand. Thinking about how your product is actually used, who your audience is, what their day-to-day life looks like, and how your product fits into that makes decisions around locations, dog models and overall style much clearer. You’re not just creating images, you’re building a visual story that your audience can recognise and connect with.

Sunnyside Cottage in Robin Hoods Bay showing that dogs are allowed on the bed.

Is your pet brand imagery telling the right story?

First impressions happen quickly, and your imagery is doing more of that work than you might realise. So it’s worth asking yourself what story your brand is telling right now, and whether it’s the one you want people to remember.

If you’re not quite sure what that story is, or you’d like a hand shaping it into something more intentional, feel free to get in touch – I’d love to hear about your brand.

Professional photographer working Worldwide with Pet Businesses

Something happened at Crufts this year that which really stuck with me; I came across a brand with a huge, impressive stand – but I’d never heard of them, and being in the pet industry for so long I was curious so popped over for a a chat. I found out that this was their first full year of trading, which made it even more mindblowing, how do you launch a brand at that scale!?

But when I asked how the brand started, there wasn’t really an answer and when I looked them up later, there was nothing on their website either. No founder story, no insight into who was behind the business, no sense of why it existed in the first place, and for me, that felt like something was missing, it actually made me a bit suspicious. Maybe it’s just me, but as a dog owner who cares who I’m buying from, it’s important to know the reason for a brand existing and people don’t just buy products, they buy the people behind them. Or as Simon Sinek says “People don’t buy what you do; they buy why you do it”.

Taylor – one of the founders of Fettle Pet Supplements

People buy from people

Most pet brands don’t start in a boardroom, they start with a dog, a problem and an idea which solves that problem. That story is often the reason the brand exists at all. When you can see the person and the story behind the brand, understand what they care about, and why they started, it creates an immediate connection – it builds trust and makes people be able to relate. Take that away and even the most beautifully packaged product can feel a anonymous.

Your story builds trust (before your product does)

When someone lands on your website or social media for the first time, they’re making a decision quickly – not just “do I like this product?” but “do I trust this brand? Founder imagery helps answer that question almost instantly – seeing a real person (you!), with their dog, in a genuine environment, tells your audience that your brand is personal and in a market that’s becoming more saturated, that kind of trust is incredibly valuable.

Sarah – Founder of Send a Dog a Bone postal treats

Founder photos create connection quickly

We’re all used to scrolling quickly which means your audience isn’t always going to read your full story straight away but they will connect with how something feels and a simple image of you with your pet or working within your business, can communicate far more than a paragraph of text ever could. It gives your audience a human connection, and that connection is often what makes someone pause, explore further, and ultimately choose you.

Rachel – Pet business coach & dog friendly holiday cottage owner.

Especially for small pet brands

If you’re a small or independent brand, this matters even more, you’re not competing on scale. or trying to outspend bigger companies – what you have is your story, your values, and your reason for doing what you do. And your story is what sells.

Thinking back to that brand at Crufts, it wasn’t the size of the stand that stood out to me, it was the absence of a story because without that human connection, it’s much harder to engage, no matter how good the product looks. Or is that just me??

If someone landed on your website today, would they know who you are, and why your brand exists? And if not, it might be time to start telling that story a little more clearly.

If you’d like a hand bringing that to life through imagery, feel free to get in touch, I’d love to hear about your brand.

Professional photographer working Worldwide with Pet Businesses

So you have had your professional photoshoot for your pet business. Now what? The images shouldn’t just sit in a folder looking pretty – you have invested in them so they should be working for you.

When I work with pet brands, a big part of the process is thinking beyond the shoot itself. It’s not just about creating beautiful images, it’s about creating a bank of content that supports your business long after the shoot has finished.

And the difference between brands that really benefit from a shoot and those that don’t often comes down to one thing: how the images are used afterwards.

Take Sarah at My Anxious Dog. She has this beautiful gazebo setup that her imagery, and at a crowded event, it stands out. And then you see her photos on social media and you recognise her brand. That’s not by accident, that’s consistency.

Think of the last time you went to a dog event…

Something else worth thinking about, especially if you exhibit at events, is how your imagery works from a distance. Most gazebos and stands are actually quite neutral. Whites, greys, simple branding. Which means everything can start to blend into one another when you’re walking through a busy show – think of the last time you went to a dog event, sometimes it’s difficult to tell one brand from another. 

That’s where strong, recognisable imagery makes a huge difference.

With Sarah’s setup, it’s not just that the gazebo looks good up close. It’s that her imagery catches your eye from a distance. Alongside the text, the image gives people something to latch onto before they’ve even reached the stand and tells them what she does, quickly. People don’t stop at every stand – they’re drawn in by what stands out first, as you will know if you’ve ever been to a dog event. 

So while investing in printed materials or a slightly more considered setup might feel like an extra cost, if you’re exhibiting regularly it becomes part of the visibility of your brand.

Think about what you can give people to take away with them too. 

It’s worth thinking about what you can give people to take home with them, especially if you attend events.

After a busy day walking around a show, people often leave with a bag full of leaflets, business cards, samples and catalogues. And when they get home, they’ll go through it properly, deciding what to keep, what to revisit, and what to throw away, that’s another moment where your imagery is working for you.

If your printed materials look professional, consistent and engaging, people are far more likely to pause, look through them and remember you. It’s not just about handing something out, it’s about creating something people want to keep. And just like with your stand, this is where strong, consistent imagery can make all the difference.

Your images can be used across your website, social media, email marketing, product listings, printed materials, press features, and more. They can help you build a recognisable look and feel that people start to associate with your brand but to do that well, you need to think about usage from the start.

Ruth at Doghouse Bradford on Avon, has used her images to create a catalogue, business cards and more for trade shows that feels high end, consistent, completely aligned with her brand but most of all, they stand out. The images don’t just sit on Instagram, they’re working across multiple touchpoints in her business.

This is why I often help clients build a shot list before the shoot. Not just based on what will look nice, but based on what they’ll actually need; website banners, product in use, seasonal content, negative space for marketing text to be added, lifestyle imagery – it all plays a role.

Because a great shoot isn’t just about the day itself, it’s about what those images allow you to do afterwards. If you’ve had a photoshoot before and feel like you didn’t fully use your images, you’re not alone. But with a bit of planning, those same images can become one of the most valuable assets in your business, and can be reused for years to come.

If you’d like a hand planning imagery that actually works for your business (not just looks nice), feel free to drop me a message at kerry@furandfables.com

Professional photographer working Worldwide with Pet Businesses

The dog service industry has grown hugely over the past few years – in fact every aspect of the dog industry has!

Dog a google search for dog walkers, trainers or behaviourists in most areas and you can see for yourself how competitive it’s become. And while being good at what you do is essential, it’s no longer the only thing that helps you stand out. It’s also about how you present your business.

I recently worked with a Barkshire Dog Training and, out of curiosity, had a look at others in her area. What stood out immediately was how few were using professional imagery consistently. Most relied on phone photos or a mix of different styles with the occasional professional looking photo in the mix. Nothing wrong with that, but it meant that when you came across a trainer with high-quality imagery, it felt noticeably different – more established, more trustworthy, more professional.

Because before someone ever meets you, they’re forming an impression based on what they see online. Your website, your social media, your imagery,  it all contributes to how people perceive your business.

Your images should reflect who you are and what you offer.

When you invest in professional photography, it’s not just about looking “nice”. It’s about aligning how your business looks with the level of service you provide. You are a professional. Your visuals should reflect that.

Another really important part of this shoot was making sure the imagery clearly showed how Sarah trains, not just that she’s a dog trainer. Before someone even reads a word on her website, they can already see her approach. The use of Tug-E-Nuff toys, the interaction between her and the dogs, the calm, engaged body language – it all reflects her force free, predatory substitution training style. That means she’s not just attracting more people, she’s attracting the right people. The ones who are already aligned with her methods, often within seconds of landing on her page.

When you work with animals, there’s another layer to it. Capturing natural, relaxed imagery isn’t just about technical skill, it’s also about understanding behaviour. Knowing when to adapt, when to pause, and how to create an environment where a dog feels safe and comfortable, because people can tell the difference. An image where a dog looks relaxed and engaged creates a completely different feeling to one where they look unsure or stressed. And that feeling feeds directly into trust.

In a crowded market, small details make a big difference and often, how your business looks online is one of the simplest and most effective ways to stand out.

If you’re in the pet industry, does your imagery reflect the level of service you provide? And if not, it might be time to change that.

If you’d like a hand planning imagery that actually works for your business (not just looks nice), feel free to drop me a message at kerry@furandfables.com

Professional photographer working Worldwide with Pet Businesses

From the Fells to The Netherlands: My First European Pet Brand Shoot

A while ago, I set out some some long and short term business goals, one of them to do a European commercial shoot for a pet brand.

I had no clue as to how it would happen, but I am a firm believer in the power of writing down your wishes. Fast forward a to October 2025 and that dream became reality with a commercial shoot in The Netherlands for The Canine Menu.

This wasn’t just another photoshoot for me, it was a milestone. A mix of excitement, logistics, mild panic, and a lot of learning along the way!

Setting the Scene: Planning a Pet Brand Shoot Abroad

When The Canine Menu reached out about creating lifestyle imagery for their new campaign in the Netherlands, I knew it was the perfect opportunity to take Fur & Fables international.

But….I’d never driven abroad before… and I was bringing my two whippets, Bertie and Shadow. I’d taken dogs on the Eurotunnel years ago but that was before the B word changed everything and made travel with pets a bit more complicated.

So, I dove into organisation mode (a skill I honed working for CEO’s in my pre-photography life). Here’s what the planning looked like:

• Researching ferry routes and pet-friendly cabins: The Canine Menu had just launched on P&O so the Hull–Rotterdam overnight crossing looked like a good option as they had pet friendly cabins.
• Prepping the paperwork: Getting the dogs’ Animal Health Certificates, rabies jabs, and worming schedule in order.
• Sorting gear and props: Everything needed to fit neatly into the car alongside two dogs, camera equipment, and enough coffee to fuel a small village.
• Finding a vet in the Netherlands: This needed to be booked in advance for the worming treatment before our return (a requirement for re-entry to the UK).
• Sourcing travel-safe dog food: Since raw meat products are restricted when crossing borders, I packed air-dried fish food from The Innocent Hound and insect treats from Pawcura both brands I know and trust.

Thanks to ChatGPT I had a great timeline and checklist so by the time I packed the car, everything was in order (or so I thought…).

The Ferry Fiasco

I boarded in Hull without a hitch,  the dogs were scanned at passport control in the UK, paperwork checked – they asked me to put on hazard lights when driving onto the ferry so I could be directed to the pet parking section.

I was looking forward to wandering a dog-friendly deck, relaxing with a nice dinner boys lounging beside me…

But nope.

Dogs were only allowed in the cabin or a small metal “exercise area” with a bench and a splash of green paint.

Lesson: check which ferry routes actually have dog-friendly decks!

Thankfully, I’d given the boys some PAWD drink and used Pet Remedy spray on their bedding, so they were perfectly content and once they settled, I dashed to Costa (where I was very happy to see they served pizza and prosecco – result!), watched a film, and turned in for the night.

The cabin had two single beds, which worked out perfectly as the boys claimed one, and I took the other. Bertie needed a bit of encouragement to toilet somewhere that wasn’t grass, but otherwise, they were brilliant travellers.

Vet Visits & Rotterdam Rush Hour

Because worming must be done by an EU vet 24–120 hours before returning to the UK, and I was coming back within that time, I decided to sort it on arrival.

I found a great clinic near the ferry, but what I didn’t check was that it was in central Rotterdam.

Cue: navigating rush-hour traffic, on-road parking, two whippets, and one photographer with no sense of direction doing a good impression of staying calm. 

It all worked out fine; the visit cost €130 for the pills and updated Animal Health Certificate but it was good reminder that “near” doesn’t always mean “convenient.”

Tip: Plan your EU vet visit route in advance. City centres are beautiful, but not ideal when you’re juggling paperwork, parking, pets and a faulty internal compass!

Driving Abroad

Once I got going, driving on the right was surprisingly easy,  I stayed behind the lorries in the slow lane and took my time.

Roundabouts were straightforward, and the only real eek moments for me was learning to cross two lanes to turn left.

By the time I reached the gorgeous venue, the anxiety had gone and I felt pretty good about the experience.

Feeding the Boys: What are the Restrictions

Because meat and raw food are restricted when entering the EU, I stuck to air-dried and insect-based options for the dogs on the ferry. I called P&O ahead of time to double check and they were great, confirming that these were okay to bring.

It was also because I wasn’t sure how confident I would be about driving so wanted to make sure I had a backup, but when I was there I was able to stock on meat up in good old Lidl.

Some followers told me they’d brought raw food abroad in chillers before, but I didn’t fancy explaining a suitcase of frozen mince to customs officers!

Tips for travelling abroad with dogs on the ferry

A few things I’d pass on to anyone planning a similar trip:

Dogs:

1. Start paperwork early – Animal Health Certificates must be signed within 10 days of travel. There’s a lot of paperwork so I’d recommend contacting your vets at least 2 months before you travel just in case any issues come up. You can get your AHC online which works out cheaper but it still requires a vet visit to scan the chips and get the rabies jab
2. Check what jabs the actually need vs what the vets tell you – I was horrified at the huge list of jabs and pills the vets listed out, but when I queried them, they were ‘suggested’ but not actually ‘have to have’.
3. Book pet-friendly cabins early – not all ferry routes have them, and they sell out quickly.
4. Plan your abroad vet visit in advance – pick somewhere accessible (maybe not a city centre if you haven’t driven abroad before!).
5. Double-check import restrictions – especially around pet food and supplements.
6. Bring familiar comforts for your dogs – I know it sounds simple, but having their bedding, toys etc can make all the difference.
7. Keep your dog calm – even if your dogs are normally confident in new situations like my boys are, if they haven’t travelled before it’s worth starting to use some natural calming products ahead of time just in case
8. Find out the check in details – On the way there, the boys were scanned in the car at passport control so I thought it would be the same on the way back but I had to head to the main office to get their documents and chips checked. Thankfully I’d arrived early.

Car & Travel:

1. Check what you need to have on & in your car – travelling to Rotterdam I made sure I had a triangle & fluorescent jacket in case of break down, head torch, stick on adapters for my lights, a UK sticker.

2. The ‘just in case’ things – check your insurances (car, pet etc) to see if you have cover abroad. I added on a breakdown cover for the days I was there at a small cost, but peace of mind.

3. Print out copies of all your documents – if you need access for any reason, it’s easier to have them all in an envelope rather than trying to search through your phone or email.

4. Clean your car – I saw this last minute but I’m glad I did. For Rotterdam at least they ask that your car be pretty clean, they don’t want contaminated mud or bird poop coming into the country and it’s possible you would get refused if they think it’s a risk.

Beyond the Logistics: What This Shoot Meant

The shoot itself went brilliantly, we created lifestyle imagery that celebrated dogs and places which welcome dogs with open arms.

But what made this trip truly memorable was what it represented: proof that the dream I’d written down years ago was completely achievable.

I left The Netherlands with more than photos, I left with renewed confidence, and a vision to continue offering pet brand photography across the UK and Europe.

If you’re a pet or lifestyle brand looking for photography that captures your story, wherever you are, I’d love to chat.

Let’s make your brand look like a big player, one photoshoot at a time.
Email me at kerry@furandfables.com or visit www.furandfables.com

UK Commercial Pet Photographer working Worldwide with Pet Brands

I recently had a shoot with a client who had a lot of great business experience but had never worked with a professional photographer before.

After the shoot, they made a comment that made me realise something I’d overlooked, something I assumed that I probably shouldn’t have.

Most of my clients and I work closely together before the shoot, so they understand my style and how I can help them. But this particular client came to me a bit more ‘cold,’ and I hadn’t explained the key differences between a product shoot and a commercial shoot.

So, what is the difference between a commercial photoshoot and a product one?

Well, here’s what I think, but I’d love to hear your thoughts too!

A product shoot focuses entirely on showcasing the product itself. The backgrounds are simple and clean, the colours need to be accurate, and the details are shot from multiple angles so potential buyers can see exactly what they’re getting with no surprises. The ‘white background’ setup can work really well here. This is not something I offer as it’s a very specific skill set and needs to be done well – I know a few photographers who do a brilliant job of it who I have referred clients to so I don’t feel the need to branch out.

A commercial shoot, on the other hand, is where the storytelling and lifestyle element come into play. While the product is still featured with different angles and close-ups, it’s shown in more real-life scenarios. The product doesn’t have to be the main focus but instead contributes to an emotional or aspirational story. It’s about creating an image that allows people to imagine themselves using the product in their own lives.

It’s funny how something so simple as explaining the difference between a product and commercial shoot can make such a difference in client expectations. It’s a good reminder that clear communication is key, especially when working with new clients who haven’t had a professional photoshoot experience before.

Which style of photoshoot should you choose for your pet brand?

Ideally, both! Each has its own unique purpose, and they complement each other well. However, if you need to choose just one, I recommend looking at what’s most important for your brand right now. Whether you’re focused on showcasing the details of your product or telling a deeper story about your brand, that should help you with your decision.

If you have any questions about how a commercial shoot for your pet brand can help you, feel free to drop me an email to Kerry@furandfables.com – I’d love to hear from you!

UK Commercial Pet Photographer working Worldwide with Pet Brands