At Dogster, we love to celebrate everything dog, and that, in large part, includes the heroes who help make dogs’ lives a little better. Whether they’re rescuers, fosters, trainers, veterinarians, or passionate advocates, these are the people who remind us why we do what we do: because dogs make the world a better place.

People like Adam and his Second Shot Adoption Photo Program deserve to be recognised, and we are honored to share his story with you. His work reminds us that heroes come in many forms, and in this case, behind and in front of the lens. We hope you enjoy reading his story as much as we did.

– Nicole from Dogster

When people picture pet adoption, they usually think of joyful families walking out of a shelter with a new best friend. What many do not see are the hundreds of dogs and cats waiting in kennels, often overlooked because of how they appear in a single photo. That first impression can mean everything.

I learned this the hard way. My name is Adam Goldberg, and I run AGoldPhoto Pet Photography. Years ago, I started volunteering at animal shelters and noticed that many intake photos were snapped quickly under harsh lighting, with scared animals pressed against the back of their kennels. Those images did not show who the pets really were. To adopters scrolling online, they looked withdrawn, unapproachable, or even unfriendly. But when I spent just a few minutes with those same pets, I saw something entirely different: wagging tails, goofy grins, and hopeful eyes.

That is why I started the Second Shot Adoption Photo Program. The idea is simple: give shelter pets a second shot at being seen by replacing their intake photos with portraits that bring out their personalities. Since launching, I have photographed hundreds of dogs and cats. The results speak for themselves. Animals who had been passed over for weeks were adopted within days once their new portraits were shared. Families often tell me, “That photo is what made us come meet them.”

Second Shot is about more than pictures. It is about dignity and fairness. A bad photo should not determine whether a pet gets adopted, but sadly, it sometimes does. With community support and the help of corporate sponsors, I am able to work with shelters multiple times each week to make sure these animals are represented the way they deserve.

Shelters are more overcrowded than ever, and a simple portrait can literally change the course of a pet’s life. For $100, a sponsor can cover the cost of giving one pet their Second Shot and their chance at a happy ending.

Every time I lift my camera, I am reminded that I am not just taking a photo. I am helping tell a story that ends with a family, a home, and a second chance.

How to Help

👉 To learn more or to sponsor a Second Shot, please contact me via email at adam@agoldphoto.com.

You can also follow me on Instagram and the Humane Society of Tampa to see my photos (and maybe find your next fur baby there).

Feature Image: Louie _ Photo provided by Humane Society of Tampa