THE ASSIGNMENT: Subaru invited me to collaborate on an advertising campaign highlighting the brand’s Subaru Loves Pets initiative, which focuses on helping shelter animals — particularly older and disabled dogs often referred to as “Underdogs” — find loving homes.

The campaign aimed to celebrate these resilient animals while raising awareness for Subaru’s broader commitment to animal welfare and pet adoption.

I was brought on to create the still photography for the campaign while cinematographer Doug Chamberlain simultaneously filmed the television commercial featuring the same dogs. It was a unique production environment where both the motion and still campaigns were captured on the same day, allowing the visual storytelling to feel cohesive across multiple media platforms.

Working on this project was an incredible privilege — not only as a photographer, but as someone who cares deeply about animals and the power of storytelling to support meaningful causes.

The Concept:

The campaign centered around the idea of celebrating these dogs as “Underdogs” — animals who may have physical challenges or difficult pasts but possess incredible resilience and spirit.

My early sketches explored ways to stage the dogs together as a proud group portrait. The goal was to give each dog presence and personality while presenting them collectively as a heroic team.

The concept evolved into a simple but powerful arrangement: a group portrait under a spotlight, allowing each dog’s individuality to shine while reinforcing the message that these animals deserve recognition, love, and a home.

The Process:

Once the concept was established, the production focused on bringing together several rescue dogs with different physical challenges and personalities.

The photoshoot took place alongside the filming of the television commercial, requiring careful coordination between the still photography and motion production teams. Working with cinematographer Doug Chamberlain and the broader creative crew, we were able to capture both the commercial and campaign photography during the same production day.

The dogs were photographed in a dramatic, stage-like lighting environment that elevated them as heroes rather than victims. By isolating them against a clean background and spotlighting their expressions and posture, the images celebrate their resilience and character.

The result was a portrait that felt cinematic and uplifting — reinforcing the campaign’s message that every dog deserves a chance to be seen and loved.

The Final:

The final campaign image brings the dogs together as a unified group of “Underdogs,” presented with pride and dignity.

Rather than focusing on their disabilities, the photograph highlights their personality, strength, and individuality. The dramatic lighting and simple composition allow the viewer to connect with each animal while reinforcing the campaign’s central message: that even the most overlooked dogs deserve the opportunity to find a home.

The still photography and television commercial worked together to support Subaru’s larger mission of encouraging adoption and celebrating the resilience of these remarkable animals.