Petfinder is a brand that’s near and dear to my heart. In 2020, shelters were temporarily emptied as people stayed home and adoption numbers skyrocketed. But as life began to feel “normal” again, many shelters became overwhelmed with pets being surrendered back into the system.

From day one, Petfinder’s mission has been simple: help every pet in need find a forever home. While that mission comes with real challenges, our focus has always been on supporting local shelters. We do that by giving them a platform to increase awareness of adoptable pets and by providing tangible support like food, litter, treats, and other essential supplies

A Shoot That Meant More Than Any Campaign

We spent three days at local shelters capturing video and stills. Each day, we witnessed both heartbreak and hope as pets were surrendered while others were chosen by new families. One moment will always stay with me. We arrived before sunrise to set up, and on the front mat sat a taped-up box of kittens, left quietly at the door. It was a powerful reminder of why this work matters.

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PHOTOGRAPHER: Jennifer Silverberg

This production was about real. Real shelters, real volunteers, and real adoptable pets. Our priority was to be respectful while shelters remained fully operational, ensuring pets stayed visible and available for adoption, while honestly portraying the environments and animals people truly encounter when visiting a shelter.