Consistency at National Scale.

As part of the rebrand of the veterinary division of Pets at Home, I was commissioned to create a national library of campaign photography for Vets for Pets. Working across practices throughout the UK, the brief was to produce a consistent collection of polished portraits and authentic lifestyle imagery that reflected the professionalism, warmth and expertise of the brand while supporting a major rollout across digital, print and large-scale outdoor advertising.

Working closely with the creative team, I art directed each shoot, photographing veterinary professionals who were often stepping in front of a camera for the first time. A portable three-point lighting setup ensured every headshot maintained a consistent, premium look, while carefully directed 'day in the life' photography captured genuine interactions between vets, nurses, pets and their owners. By creating a relaxed, supportive atmosphere, I helped people feel confident and natural on camera, delivering a versatile library of campaign assets used across billboards, print, in-practice marketing and wider brand communications.