Commercial work for Whole Foods new pet food line, Whole Paws


It’s pretty hard to keep a secret for over 8 months!! The wait is over and I can finally share the amazing news! This past January I had the pleasure of photographing 25+ dogs and cats for Whole Foods new pet food line, Whole Paws.

The casting included tons of great cats and dogs, almost solely from Whole Foods employees. We all knew the challenges of photographing real pets, as opposed to animal talent, but luckily I have quite a bit of experience in that arena. Whole Foods also wanted natural environments for our pets so all dogs were shot on location at a downtown park and all cats were photographed in their homes. The cats had the better end of this deal since we unfortunately had a very chilly and cold two weeks of shooting. We created so many fantastic images and I’m really happy with the end result!

I’ve included all of the packaging below and some of my favorite outtakes from the shoots. You’ll have to check out the product yourself to see even more adorable images on the back of each product. I love that they even talk about how these are “Real Pets – Not Actors” and every pet’s name and age is included. My own cat, Tuna (the long-haired/long-whiskered Calico), even got in on the action and she’s totally let the whole thing go to her head.

There’s also some really great in-store marketing in the pet aisle that utilized many of the images as well. Each store is a bit different but I know the flagship store here in Austin, TX has a super cute cutout bone that features Finch, the French Bulldog. I snapped an iPhone pic of it and a few others below.

I had an amazing crew on this shoot and the Whole Foods team was absolutely wonderful to work with. Thank you Whole Foods Market for a really wonderful opportunity!



Some of my favorite outtakes


A few in-store marketing images in the flagship store in Austin, TX


Whole Foods is also promoting a pet photo contest from Oct 1-Oct 11 and you can find details here:

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Betsy - Remind me sometime to tell you about shopping in whole Foods and practically screaming out “I know her!” in the pet food isle. Awesome work!

Nicole - Thanks so much John and thanks for your kind words. I will!! 😉

John Waire - WOW! Truly truly good schtuff Nicole…and so well deserved. Whole Foods is the lucky one here 🙂 Keep up the GREAT work…

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