When a dog or cat first arrives at a shelter, the intake photo often shows a frightened animal on its worst day. Adam Goldberg, a Tampa‑based photographer, believes that a better picture can give that animal a “stronger shot” at finding a forever home.
From marketing to animal advocacy
Goldberg began his career in marketing and was hired by the Humane Society of Broward County about 12 years ago to manage the shelter’s website. While there, he was asked to take new intake photos. He quickly realized that the standard photos did not capture the true personality of the animals, especially pit bulls, which at the time were being taken in because neighboring Miami‑Dade County had imposed a pit‑bull ban.
“I heard all the bad news about pit bulls, but when I met them they were friendly and easygoing,” Goldberg said. The experience sparked a passion for photographing shelter pets and sharing those images online to encourage adoptions.
Building Stronger Shot
After two years at the Broward shelter, Goldberg left for a corporate marketing job that paid more but felt less fulfilling. He began volunteering on weekends at the Humane Society of Tampa Bay, where he met his wife and business partner, Mary, on the set of a guinea‑pig photoshoot. The couple eventually launched Stronger Shot Adoption Photos, a service that partners with brands and local businesses to fund professional shelter‑animal photo sessions.
Strong Shot’s model is simple: sponsors provide the financial backing for a shoot, the photographer captures high‑quality images and short videos, and the shelter receives the media to post on its adoption website and social channels. In 2024 Goldberg completed 120 shoots on his own; by 2025 that number grew to more than 500, and a team of six photographers has now photographed over 1,100 shelter animals in a single year.
Impact on adoptions
Goldberg estimates he has photographed more than 10,000 shelter animals since starting the venture. While exact adoption percentages are hard to track, Stronger Shot follows up with shelters 20‑30 days after a shoot and reports an approximate 80 % adoption rate among the featured animals.
A recent example is Amelia, a six‑year‑old pit bull at Pasco County Animal Services. After Stronger Shot photographed her in July, a viral Instagram post generated hundreds of thousands of views and a flood of inquiries from potential adopters, including a family in Brooklyn, New York. When airline policies prevented Amelia from flying, the local community raised nearly $3,000 to cover ground transportation, and the dog was placed in her new home.
Technique and philosophy
Goldberg says the key to a successful shoot is setting a calm, low‑energy vibe in the room. Dogs are perceptive; treating each animal the same—whether shy or confident—helps them relax and show their true character. He photographs subjects at eye level to convey size accurately and highlights unique features such as distinctive markings or missing limbs.
Although dogs make up the bulk of the work, Stronger Shot also photographs cats, rabbits, guinea pigs, snakes and even rats, focusing on animals that are often overlooked—black dogs, senior pets, and long‑term shelter residents.
Future plans
Having reached his personal capacity for shoots, Goldberg decided earlier this year to expand the Stronger Shot network by licensing the model to other photographers in different cities. The goal remains clear: dedicate all professional effort to shelter animals and move away from private family clients.
Through partnerships with local businesses, national sponsors and campaigns such as Clear The Shelters, Stronger Shot continues to provide a vital service that aligns professional photography with compassionate community outreach, giving countless animals a better chance at a loving home.
Original reporting: Dallas TX News (HLL/CB) — read the source article.
