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LEARN TO EXPERTLY  PITCH, PRICE, WIN & SHOOT COMMERCIAL PET PHOTOGRAPHY GIGS

The doors to the Commercial Pet Photography Academy are currently CLOSED.

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PITCH IT. SHOOT IT. SELL IT.
FAST-ACTION TRAINING–WITH 12 MONTHS OF SUPPORT

We’ve combined two powerhouse programs into one ultimate experience.

No longer a course, it’s a full 12-month coaching and implementation experience—designed to give you everything you need to build a profitable commercial pet photography brand from the ground up.

You’ll get the hands-on shooting practice and portfolio feedback from our former Commercial Portfolio Intensive, plus the business, pricing, and pitching strategies from the Commercial Pet Photography Academy—now all in one place.

Whether you’re just dipping a toe into commercial work or you’re ready to go all in, this program gives you quick wins in your first 90 days, with the support to keep growing all year long.

MORE THAN JUST AN EGO BOOST.

Create a polished portfolio and learn our easy sales system and you'll turn your pet photography business into a fun profit machine.

Inside this 12-month experience, you’ll:

  • Expand your business
  • Refine your brand
  • Claim your confidence
  • Hone your style
  • and much, much more...

REINVENT YOUR PET PHOTOGRAPHY BUSINESS

With commercial work you can shift into a pet photography business model that:  

  • Gives you more control
  • Has higher revenue potential
  • Has higher profit margin
  • Is more likely to result in returning clients
  • Offers recurring passive income opportunities like licensing and royalties

You’ll break into a market with predictable demand and more limited supply than private client work. 

THIS ONE-OF-A-KIND 12 MONTH EXPERIENCE GIVES YOU EVERYTHING YOU NEED

You won't just learn, you'll get hands-on practice and personal feedback on pitching, pricing, shooting, and finding commercial pet photography work, with high-level support every step of the way. There is simply nothing else like this out there.

WHAT YOU'LL GET INSIDE:

  • Craft your pitch and get our winning system for approaching clients at every level—from local businesses to global brands.

  • Navigate the essentials of contracts, licensing, and copyright (with useful templates) to protect your creative work.
  • Learn how to stand out in the commercial market using your unique super powers.

  • Create images that are actually sellable—not just beautiful (commercial work is VERY different than portraiture!)

  • Identify and connect with your dream commercial clients.

  •  Plan and manage small- and large-scale commercial shoots (storyboarding, models, paperwork, timelines—you’ll learn and practice it all).

  • Confidently price and negotiate for assignments, licensing, and full-scale commercial projects.

  • Refine your commercial portfolio so it speaks directly to ideal buyers through specialized shoot briefs and personalized feedback on your galleries.

  •  Access exclusive behind-the-scenes, honest in-depth interviews with top commercial photographers (who we've trained).
  • Whether you're creating your first commercial image or pitching your biggest job yet—you’ll know exactly what to do, what to charge, and how to deliver.
YES, I WANT TO BE ON THE WAITLIST

BEST INVESTMENT IN YOUR CAREER YOU'LL EVER MAKE!

"I always wanted to do commercial pet photography, but I didn't even know where to begin. This course gave me the foundation I needed to start working with pet brands and to create imagery to help them grow their business. Nic holds nothing back! She gives you all the information, tools, and she teaches you all the ins and outs of the commercial pet photography industry. Even during the lockdown 2020, thankfully, I booked my real first commercial job for $3750. Thanks to this course I was able to price it right! I made my money back and then some on my first job! Thanks, Nic."

- Alessandra Sawick  

I'M SO GLAD I TOOK THE LEAP!

"Oh my gosh, Nic, this course is amazing. You literally gave us all the tools we need to succeed as commercial photographers - pretty much everything except for a camera in our hands. I was slightly concerned that I wouldn't get enough actionable strategies from this course, but I'm SO glad I took the leap! What's better is I'm confident that the steps that I now know to take are the RIGHT steps - I don't feel like I'm bumbling around in the dark anymore. The commercial side of pet photography can be super intimidating and it's so different than working with families, but you've made it so much easier. With all your experience, you are the perfect person to teach this course. Thank you!" 

- Allison Shamrell

I NO LONGER HAVE TO SHUT MY BUSINESS DOWN IN THE WINTER

"If I had tried to navigate the world of commercial photography on my own, I would have been woefully unprepared. During the Commercial Pet Photography Academy I learned how to negotiate with companies by discovering how to alter my offer while maintaining value to work within the company's budget. I also went from not knowing where my next client was coming from and shutting down my business in the winter months to realizing that I have the options for working during that time. I even had my first $1,000 commercial client during the course!"

- Carol Arscott

YOUR MASTER INSTRUCTORS

 

I’m sure all this sounds good — but how do you know if you can trust the instruction, case studies, data, and strategies in this course? 

Well, if it makes you feel better, I am one of the OG pet photographers. I've been in the game since 2004 and was one of the very first pet photographers to teach other photographers how to grow a pet photography business- starting way back in 2008.

I have been shooting commercial pet photography for clients like Petco, Purina, Trupanion, Victoria Stilwell, CityDog Magazine, P.L.A.Y., 2 Hounds Design, the University of Washington (go Dawgs!) and of course a few of my own brands (#dogisgood) since 2005.

Oh, and did I mention, I have a Masters in Marketing? I literally wrote the book on how to build a sustainable pet brand and I've built multiple six-figure pet photography businesses in two states and two countries.

MY NAME IS J.NICHOLE SMITH, BUT YOU CAN CALL ME NIC.

I am on a mission to co-create a Joy First world. I believe big-hearted entrepreneurs are the key to creating the positive change the world needs so badly right now... So I focus all my energy on helping Founders like you find more joy, purpose and positive impact in your business, brand and life.

I spent the first 5 years of my career making all the mistakes (like being super broke, having no clients, undercharging, overdelivering and being completely clueless about what was wrong and how to fix it).... 

Which is why now, over a fifteen years later, I’m super passionate about helping pet photographers avoid the pain and drama I experienced early-on, by helping them stand out, be more self-expressed AND more profitable. Given the state of the world right now I'm more passionate than ever about helping you make your business more recession-proof and future-proof by adding diversified, higher-earning, easier to sell B2B revenue streams.

In addition to my 15+ years as a pet photographer, my expertise comes from a Masters in Marketing from one of London’s top business schools, a lifetime of building brands (including seven-figure gift + apparel company 'Dog is Good'), and nearly 20 years helping companies of all sizes grow their impact and their revenue. 

I believe that time is our greatest resource and we shouldn’t waste it doing shit that doesn’t light us up (hello #joyfirst), and since we all need money to live, I aim to help as many entrepreneurs as possible, create alignment between what they love, how they serve others, and how they fund their freedom lifestyle.  

As a pet photographer, you've discovered what you love to do — now let’s make it PAY in a consistent, sustainable way!!

...a HUGE part of creating that freedom can be adding commercial to your buisness model!!

Hi! I'm Nicole.

You might know me from Hair of the Dog Academy, an education platform that helps pet photographers master their craft and build a private client photography business.   I’ve also been running my own photography business since 2010 and most recently created the Hair of the Dog Conservation Fund - a 501(c)3 non-profit entity whose mission is to protect our global biodiversity and inspire individual action by supporting conservation projects for wild animals and the surrounding communities.  

In running three businesses, I’ve learned a thing or two about managing details.  In short, I obsess over logistics, love to build businesses, and get especially geeked to help pet photographers build a life that they are passionate about.  

Throughout this course,  I’ll be your resource for building the backend of your business, managing the production of shoots like a BOSS, and helping you get results.

 

THE ONLY PROFESSIONAL PET PHOTOGRAPHY EXPERTISE I TRUST

"Nichole has advised me many times over the years on issues ranging from how to set my commercial photography pricing structure, to how to write a strong and approachable photography contract, to how to run my workshops and just about any other question I had. Her expertise in the field of professional pet photography is such a wonderful resource for photographers who are seeking a little extra support, or answers to questions that are sometimes very particular to the pet photography world.”

- Jesse Freidin,

Author ‘Finding Shelter’

THIS COURSE IS PRICELESS

"This course is such a good investment and I am still finding such value in this course, even years later. After the workshop, I found that I naturally attracted more commercial work and in this course, even more tips and tools to get the clients we want to work with are shared. Additionally, the real-life case studies with experienced commercial photographers are * priceless*. If you are at all interested in commercial pet photography this course is a must for sure!  Best investment in your career you’ll ever make." 

- Chantal Levesque

WE TEACH WHAT NO ONE ELSE WILL TALK ABOUT...

THIS ISN'T JUST TIPS, IT'S THE  WHOLE DAMN PLAYBOOK. 

Most photographers aren't teaching commercial work... and those who do usually toss you a few tips— then shut down the conversation. Why?

Because commercial photography isn’t hyper-local like portrait work. It’s a national (and sometimes global) game. That means we’re technically all competitors—and most photographers are very protective of what they know.

They’ll teach a tiny piece and keep the rest to themselves. But we think that’s bullsh*t.

We believe the industry gets stronger when we share the full picture—craft, business, pricing, pitching, licensing, production—all of it.

So that’s what we do.

This isn’t a bite-sized course that leaves you to piece everything together on your own.

It’s the full playbook—plus 12 months of mentorship, coaching, and feedback to help you actually implement it.

You won’t find this level of curriculum, honesty, support, custom feedback or strategy anywhere else. And we wouldn’t have it any other way.

BECAUSE WE ARE BETTER TOGETHER ❤

CONFIDENTLY STEPPING INTO COMMERCIAL WORK

"The Commercial Pet Photography Academy (CPPA) and the Commercial Pet Photography Intensive (CPI) were incredibly useful in helping me expand my business into commercial pet photography. They gave me the confidence to offer commercial services, along with the knowledge to create custom proposals, quotes, and imagery for commercial jobs. The feedback I received during the Intensive was detailed and insightful—it helped me significantly improve my work in this space."
 
- Ina

Ina J Photography 

THE WORK I LOVE NOW FINDS ME!

"Taking part in the CPPA course was a game-changer for me. It gave me a clear understanding of what commercial pet photography is really about,  what brands are looking for and how different it is from working with portrait clients. I learned just how much planning and communication go into commercial sessions, not just with the brand, but also with the human and animal models involved. It was an incredibly valuable and eye-opening experience.

I continued-on with the CPI course in order to build a commercial portfolio I could confidently pitch to brands. The combination of both courses helped me do exactly that—and now I feel ready to reach out to brands with my services and feel prepared when they come to me. I discovered not only the kind of work I enjoy, but also the areas and clients I don’t want to pursue.

I learned that when I’m passionate about a project, it shines through in my work. Now, I only accept briefs that genuinely excite me, because that energy directly impacts the quality of what I create. It might not have been part of the official course material, but it’s one of the most important lessons I took away." 

- Korina Joseph

LET'S TALK RESULTS: 

What’s inside the Commercial Pet Photography Academy?

We've given this course a complete makeover, all with one goal in mind: to help you boost your earnings, big time. It’s so much more than just learning.  Instead, we’re actually building up your commercial photography game piece by piece - together.

Module 1: Commercial Pet Photography Basics

Dive into the essentials of commercial pet photography, where you’ll be introduced to the landscape of commercial work and its opportunities.

In this module, you'll:

  • Understand the different types of commercial photography work: assignments, licensing, and stock.
  • Learn the fundamental legal and copyright considerations in commercial photography.
  • Start building your dream client list by identifying potential local and larger-scale clients.

Module 2: Building a Commercial Pet Photography Brand

Discover how to carve out a distinctive brand that sets you apart in the commercial space - a necessity for success in all aspects of our business.

In this module, you'll:

  • Define your unique style and niche within commercial pet photography.
  • Clarify your brand's core values and how they align with your commercial work.
  • Begin tailoring your pitch deck to reflect your brand's identity and appeal to your ideal clients.

Module 3: Creating Commercial Images

Master the craft of creating images that not only capture attention but also sell.  Spoiler alert, these images are very different than great portrait images. 

In this module, you'll:

  • Learn the key differences between commercial and portrait photography and why it matters.
  • Develop an eye for commercial image composition and the elements that make them stand out.
  • Curate or create a portfolio of commercial images that showcases your capability.

Module 4: Planning & Shooting Commercial Projects

Get hands-on with the planning and execution of commercial shoots, from creating your dog model database to managing the details on shoot day.

In this module, you'll:

  • Understand the components of a successful commercial shoot and how to organize them.
  • Gain insights into the breakdown of what a shoot might look like at the different tiers.
  • Create a system for managing models, including acquiring the necessary releases.

Module 5: Pricing Tier 1/2 Assignments

It’s time to talk pricing.  Let’s start with learning how to price smaller-scale commercial projects with confidence.

In this module, you'll:

  • Grasp the basics of negotiation and pricing tailored to small and medium-sized businesses.
  • Learn how to estimate what your time is actually worth.
  • Develop at least one pricing package that you can confidently offer to potential clients.

Module 6: Pricing Tier 3/4 Assignments

While we’re still pricing commercial photography, pricing for large-scale, high-budget commercial assignments is quite literally a different animal.

In this module, you'll:

  • Advance your negotiation skills for high-stakes commercial projects.
  • Understand how to price for various assignment and licensing scenarios in a changing digital landscape.
  • Explore comprehensive pricing strategies for major commercial clients.

Module 7: Finding Commercial Clients

We’ve developed our brand, we know how to price, now it’s time to identify and connect with potential commercial clients.

In this module, you'll:

  • Learn how to research and identify clients that align with your brand and services, including contact details.
  • Master marketing techniques that specifically target and attract commercial clients across different tiers.
  • Understand the dynamics of trade shows and how they can be leveraged for booking bigger jobs.

Module 8: Converting Commercial Inquiries

In Module 8, we’re digging into how to turn inquiries into clients - both those clients that you’ve reached out to and the clients that come to you.

In this module, you'll:

  • Hone your client communication skills to manage expectations and foster trust.
  • Create compelling proposals and pitches - including an easy yes promotion.
  • Learn how to respond to quote requests, including assignment vs licensing vs both.

Are you ready to start or expand your commercial photography opportunities?

GET STARTED NOW

Two new commercial clients from the top of my wish list!

"Last year I approached Nic with the goal of getting more commercial clients. I was unsure of my pricing structures and needed an 'easy yes' strategy. Nic helped me work out all the numbers and we came up with a solid plan to go out and get new clients. It was tough to put myself out there, but I had confidence in myself and the plan. Within six months I landed two brand new commercial clients who were at the very top of my wish list!"

- Terran

Westway Studio

I gained so much confidence when speaking to these "potential" clients.

"Commercial Photography: it's a whole other world!  I wanted to tackle it....but  I had no idea where to begin.  How do I find clients to work with? What do I charge? What about licensing?  Expenses? Models?  So much to think about that my head was spinning!  Also, what the heck do I do if THEY reach out to ME? Then what?  The tools provided in this course are practical and go from the basics to in-depth. I gained so much confidence when speaking to these "potential" clients. Yes, I still pick up invaluable information each time I look back on my notes and rewatch a video. If you just want to work with small, local businesses, the course will get you started and lead you in the right direction. If you want to go "BIG", all the information is there, too!  I highly recommend the CPPA course!  " 

- Darlene Woodward

LET'S TALK ROI:

WHAT OUR STUDENTS ARE SAYING...

 

My Business (and Life) Will Never Be the Same

"This course didn’t just teach me about commercial pet photography—it opened up a whole new vision for what my business and my life could look like! Nic and Nicole bring this incredible balance of real-world expertise and genuine encouragement, making even the scariest parts—like pricing, pitching, and contracts—feel doable and exciting instead of overwhelming.

…I can feel the shift. I’m no longer stuck wondering “what if?” Now I have a real plan, real tools, and the belief that this dream of mine is actually within reach. If you’re ready to build a business that lights you up and supports the life you want to live, this course is where that journey begins."

- Rebecca George

Rebecca George Photography

Confidence + Commercial Skills for the Slow Season Win

"This experience was amazing! Nicole and Nic walked through every lesson, answered every question, and threw in so many helpful extras along the way. Their reviews of my work were invaluable—they gave me the confidence to keep going. I’ve since done a couple of local commercial shoots. While I prefer to focus mainly on my private clients, commercial work has been a great way to fill in the slower seasons.

Honestly, just the reassurance that my work was “good enough” was worth the price of admission—let alone all the invaluable tools and info they provided. And getting that knowledge from people who are actually pet photographers made a huge difference. Sure, the principles apply across the board—but it means a lot to have instructors who understand the specifics: ears (!), body language, where to shoot from, and more. Best of all, they never made me feel small for wanting to focus on our four-footed friends."

- Kristine Lang

Thoughtful Images

Real Assignments, Real Feedback, Real Growth

"I had the opportunity to take both portions of CPPA and I can honestly say they were a wonderful learning experience. Right from the start, Nic and Nicole made a huge impact. They were organized, encouraging, and shared so much valuable knowledge in a way that was easy to follow but still pushed us to grow.

The experience taught us how to approach pet photography from a commercial photographer’s perspective—how to create images that align with a client’s brand and how to price and structure our work for commercial clients. We also completed real-world assignments—working with friends, models, or actual clients—and submitted them for critique. Getting detailed, constructive feedback on what worked and what could be improved was incredibly helpful. It felt like a true behind-the-scenes experience of working with real clients.

The experience was so rewarding. I left feeling more confident reaching out to clients and creating work that truly meets their needs.

If you're thinking about leveling up your pet photography—especially moving into the commercial world—I can’t recommend these courses, or Nic and Nicole, enough!"

- Nancy Kieffer

Nancy Kieffer Photography

JOIN THE WAITLIST:

Let's add a reliable, future-proof revenue stream to YOUR business!

 

JOIN THE WAITLIST NOW