For most of us, a photograph is a memory. For a shelter pet, it can be a lifeline.
That’s the philosophy behind Second Shot, a heartfelt initiative created by Florida-based pet and portrait photographer Adam Goldberg, whose lens is helping homeless animals get the second chance they deserve. Since launching Second Shot in late 2023, Adam has partnered with shelters and rescue organizations across southwest Florida—photographing over 1,000 animals in just one year.
The mission is simple yet powerful: to help shelter and rescue pets get adopted faster through professional, high-quality images that capture their personality and spirit.
“I’ve been taking photos of shelter and rescue animals since 2016,” Adam explains. “But I wanted to find a way to do it more often—to really dedicate the time and resources these animals deserve. Second Shot makes that possible.”
From Passion Project to Purpose-Driven Movement
What started as Adam volunteering his time once a week to photograph adoptable pets gradually grew into a mission with measurable impact. For years, his images helped local shelters boost adoption rates—proving that photos truly matter and can mean the difference between a dog or cat being overlooked and one being welcomed into their new “fur-ever” home.
But balancing volunteer work with a growing photography business wasn’t sustainable. That’s when Second Shot was born. By partnering with sponsors and brands—including Tether Tools—and rallying individual supporters, Adam built a structure that allows him to dedicate far more time to photographing shelter animals.
“Before Second Shot, I was photographing around 120 rescue pets a year,” Adam says. “Now, we’re photographing over 1,000 annually. The increase in exposure and adoptions has been incredible to see.”
You can learn more, sponsor a session, or support Second Shot’s mission by visiting secondshots.com
Behind the Lens: Adam’s Shelter Photography Setup
Working in the unpredictable environments of shelters means Adam’s setup has to be efficient, consistent, and portable. Each photo session needs to run smoothly so the animals stay comfortable and stress-free.
Here’s the core of Adam’s on-location workflow:
- Camera: Canon R5 paired with a Canon 24–70mm f/2.8 lens — ideal for sharp portraits and fast, reliable autofocus.
- Lighting: A single Westcott FJ400 II strobe with a 7ft silver umbrella and diffusion to create a bright, inviting look that highlights each animal’s unique features.
- Workstation: The Tether Tools AeroTrac Workstation System, mounted to a C-stand using the Rock Solid Master Side Arm and Super Clamp.
- Cable Connection: TetherPro Optima 10G USB-C Straight to Right Angle Cable—ensuring reliable high-speed tethering to his editing software, Evoto.
Through Evoto, Adam has pre-set templates that instantly edit each photo as it’s captured, cutting hours off his post-production time.
“Tethering has completely streamlined my workflow. Showing my team the photos on a larger screen lets me give real-time feedback on positioning the dogs and cats, and it’s rewarding for them to see the images they helped create,” Adam says.
The result? A faster, cleaner, and more impactful workflow that lets Adam focus on what matters most—helping animals find their forever homes.
Inspiring a Community of Creators
Adam’s work through Second Shot is a beautiful example of how creators can use their skills to give back. Whether you’re a photographer, videographer, or visual storyteller, there are countless ways to make a difference in your own community.
“If every photographer donated just one session a month to their local shelter, imagine how many more animals could find homes,” Adam shares.
His story is a reminder that creativity isn’t just about capturing beautiful images—it’s about creating meaningful change.
You can follow Adam’s journey and see his incredible work on Instagram at @agoldphoto, and watch some of his favorite behind-the-scenes reels here:
