INTRODUCTION

A few months ago, I was hired by Pussy & Pooch to create a collection of lifestyle images that would accurately portray their brand’s values.

I was really excited about this project, as Pussy & Pooch was the first pet boutique of its kind that I’ve ever seen in my life. I’ve been lucky enough to have lived in different cities and countries due to my job; however, in Spain, you would never see something like this! Pussy & Pooch is a magical place where pets are extraordinarily spoiled with spa routines, wellness centers, blueberry facials, mud massages, and even a raw treat bar. You name it!

White dog being bathed in a tub ready for a blue berry facial treatment.

THE BRIEFING

For the ones who are not aware of this wondrous business, Pussy & Pooch is a pet lifestyle center with locations in Beverly Hills, Downtown LA, Belmont Shore, and Long Beach.

When I met them in person to talk about the scope of the project, it was clear to me that Pussy & Pooch was seeking to create a unique and special collection of images. These images ultimately would portray the stories of their diverse community with their pets, while revealing among the Pussy & Pooch experience of wellness, innovation, design and luxury.

Black Doberman dog portrait at Pussy & Pooch's luxury boutique.

After listening to my client’s needs, I spent time at home thinking of the ideal creative approach for this commercial assignment. So I asked myself, “What is in it for me to go shopping for my dog? What do I look for? What kind of experience do I want to take home with me?”

The answer became my creative approach.

Proud Chihuahua owner offering a treat to her dog.

THE GOAL

My goal was to lovingly create warm and candid imagery by focusing on the bond between humans and their pets in connection with Pussy & Pooch pet stores. In terms of candidness, nothing is more uplifting to viewers than the natural spirit shown with genuine customers. Couple these genuine customers with their cherished companions, and the result is sheer, unconditional slices of the reality of true love. The images had to be raw, real, and relaxed while emphasizing the values and energy of the brand.

Owner with his senior brown Doberman buying fabric to customize his dog's bed.

THE CREATIVE APPROACH

The visuals had to feel authentic and genuine (but also polished). They needed to illustrate the undeniable bond between families and their pets; their pets are family and Pussy & Pooch is their second home. The images were composed and lit in a way that felt real and joyful.
Thus, I shot the everything from a lifestyle perspective with a “Day in the Life at Pussy & Pooch” theme, capturing the relationship between humans and their four-legged companions at the store.

The three days of shooting were exhilarating, and I had the sheer pleasure of marveling at all of the opportunities the animals experienced. I had a great team by my side that helped to coordinate everything I needed to be successful and to truly tell a story, rather than simply shooting an ad. Most importantly, since I was working with real dogs in a new environment for them, while being a pet facility with multiple dog trainers, I had the opportunity to work with a variety of amazing animal-handlers (which I’ll talk more about the importance of animal wranglers in my next post).

Dog trainer commanding the dogs to "Stay" for the shot.

This was a most unique and undeniably refreshing experience for me, and the images are nothing short of real, true love and devotion for animal owners and their companions.