When prospective pet parents scroll through shelter listings, a clear, compelling photo can be the deciding factor. Recognizing that many intake pictures are taken on an animal’s toughest day, Tampa‑based photographer Adam Goldberg founded Stronger Shot Adoption Photos to give shelter pets a stronger shot at adoption.
From marketing to animal advocacy
Goldberg began his career in marketing before joining the Humane Society of Broward County in Florida about 12 years ago. Hired to manage the shelter’s website, he soon started photographing the animals for online listings. “The intake photo is taken right when that pet first arrives,” he told NBCUniversal Local, noting that the first day is often the worst for an animal.
Working with pit bulls—many of which were entering the shelter after Miami‑Dade County’s pit‑bull ban—Goldberg discovered that, contrary to negative stereotypes, the dogs were friendly and easy to photograph. Their positive response sparked his passion for using images to connect animals with adopters.
Building a mission‑driven business
After a brief stint in corporate marketing, Goldberg returned to animal photography on a volunteer basis at the Humane Society of Tampa Bay. There he met his wife and business partner, Mary, on a guinea‑pig photoshoot. Together they expanded from local fundraising shoots to a national network, raising roughly $250,000 for more than 50 shelters over four years.
The COVID‑19 pandemic forced a shift to a boutique studio in Tampa, but Goldberg soon realized studio work lacked the fulfillment of shelter photography. In 2022 he launched Stronger Shot, partnering with brands and local businesses to fund shelter photoshoots. By 2024 he completed 120 shoots solo; in 2025 that number grew to over 500. Today a half‑dozen photographers under the Stronger Shot banner have photographed more than 1,100 shelter animals this year alone.
How the “stronger shot” works
Goldberg emphasizes creating a calm, low‑energy atmosphere so dogs feel safe. He treats every animal the same, offering reassurance to shy pets while maintaining a relaxed vibe for confident ones. Photographs are taken at eye level to convey true size, and unique markings or physical traits—such as a missing leg—are highlighted to attract adopters.
While dogs comprise the bulk of the work, Stronger Shot also photographs cats, rabbits, guinea pigs, snakes and even rats. The goal is to give the animals that need it most—often black dogs, senior dogs, or long‑term shelter residents—a chance to stand out online.
Success stories
One notable case is Amelia, a six‑year‑old pit bull from Pasco County Animal Services. After Stronger Shot’s July photoshoot, an Instagram post of Amelia went viral, drawing interest from a Brooklyn resident. With airline restrictions on pit bulls, the shelter and community raised nearly $3,000 for ground transport, enabling Amelia’s relocation to her new family in New York.
Goldberg estimates an adoption rate of around 80 % for animals photographed by Stronger Shot, based on follow‑up checks 20–30 days after each shoot.
Community partnership and future plans
Stronger Shot now works exclusively with shelters, pausing private family commissions to focus on its mission. Shelters can apply online to schedule a shoot, and the program continues to partner with Clear The Shelters, NBC Local’s annual pet‑adoption campaign, to amplify outreach.
By turning a simple photograph into a powerful adoption tool, Goldberg and his team are strengthening families across the nation—one shelter pet at a time.
Original reporting: NBC Connecticut — read the source article.
