Revamping Asda’s pet food with premium photography

The challenges

You know the saying, “never work with children or animals”? Well, we do both.

Naturally, they come with their challenges, but they’re all part of the fun.

The biggest one was definitely sourcing the right cast. Working closely with an agency, we weren’t just looking for one or two pets, we needed both cats and dogs, covering a wide range of ages, breeds and lifestyles. From tiny kittens and indoor cats to puppies, adult dogs and working breeds, the brief called for a truly diverse mix to reflect the variety of animals and life stages Hero and Tiger are designed for.

With 11 pets in total, at one end of the spectrum we had a Crufts winner, a true professional in front of the camera. At the other, excitable puppies and kittens with minimal training, who naturally needed more time and patience. Careful planning, flexibility (and plenty of treats) was key.

The approach

Here’s where having a producer really pays off. As everything was meticulously planned and prepped ahead of the shoot, making working with animals run as smoothly as possible.

Being on set can feel unsettling, so in the days leading up to the shoot we used calming cat plug-ins throughout the studio to create a more reassuring environment. ​At Powerhouse, it doesn’t matter if our talent has 2 legs or 4, everyone gets their own green room experience. Animal welfare is a non-negotiable and we know it can be overwhelming on-set for animals, no matter their experience. This is why we create a dedicated space in a separate studio for our talent to unwind and take a breather between takes.

On the other hand, timing was absolutely everything. With dogs and cats coming in and out of the building on different days, we had to plan the shoot down to the minute to keep everything running smoothly and ensure the animals weren’t overwhelmed. Animal handlers were on hand throughout to check in, keep them calm, and adjust for the wide range of training levels, giving the less experienced animals more time when needed.

Luckily, we’re an animal-loving bunch. Our photographers weren’t shy about getting down on the floor to find the right angle, while the rest of the team used toys and treats to grab attention and keep the pets engaged. It was a true team effort, adapting in the moment to keep tails wagging and whiskers twitching until we got the perfect shots; perfectly showcasing the client’s vision of friendly, happy expressions.

Our friends at Stormbrands then transformed the final assets into striking packaging to really bring the campaign to life. Take a look below.