How an idea became a Germany-wide heartfelt project – The story of PETSPECTIVE

There are some ideas that simply stick. They take root without you being able to pinpoint the exact moment they were born. That's what happened to me and PETSPECTIVE.

In November 2022, I was sitting with my partner Lars – we talked about photography, about special perspectives, about what might be possible. At some point, the keyword came up: photographing animals from below. I had previously followed the work of Andrius Burba, who attracted worldwide attention with his "Underlook Project." Since 2019, things had gone quiet around him – but the idea stuck with me.

Lars simply said, "Let's do it." And from then on, the initial planning began. In March 2023, we began building our mobile photo studio. We planned, measured, tested—and then built.

From the first draft to the first stand

In May 2023 we were ready: At the “Animal Market Days” in Lichtenau we were allowed to set up our first stand – thanks to the lovely Nicole Schreiter from the Animal Health Center Lichtenau/Sa.

Lasko and Hinata, our own dogs, were already well-trained. But here we wanted to gain real customer experience—with dogs we didn't know.

Our very first photoshoot? A little cat – seriously ill, but incredibly sweet. One day later, she had to be put down. It was a painful, yet touching moment. And it etched one thing into my heart: If you want to take pictures – take them now . Later is sometimes too late.

Baby cat from below, which had to be put down a day later...

Training, tests and Christmas markets

In the following months, we continued testing – in Lichtenau, in Freital with the support of Frankenstein GmbH , and finally in December 2023 at the first "Christmas Markets for Dogs" in Frankenberg and Bad Liebenwerda. The processes became more streamlined, the stand more professional. We optimized the setup, transport, and stability – because what looks great also has to be practical. Especially for me.

The big twist

Then, in May 2024, the breakthrough came: The "Kronacher Hundezauber" (Kronach Dog Magic) was our launch for the new concept – with a clear structure, new processes, and a growing vision. From then on, things moved quickly.

What really boosted us was a small but very effective change: a television at the booth. At first, many people simply didn't understand what we were actually doing there. Since they've been able to see on the television how the shoot unfolds and what the finished images look like, that's completely changed – interest has exploded. This innovation, however, wasn't introduced until the end of 2024 – and has since proven itself more than worthwhile.

This is what our stand looked like at TECKELWELT 2025 in Magdeburg.

52 shooting days later, we photographed 863 dogs, 13 cats, 5 rabbits, 3 quails, 2 hedgehogs, 2 children and several people with their dogs - and from a perspective that is simply impossible to replicate: from below .

What still touches me today

I experience magical moments again and again. Dogs whose owners describe them as "very shy" suddenly stand confidently on the table. Old dogs whose owners I know will be their last photos. People who fall in love with their four-legged friends all over again when they see the finished images. And every time I know: This is more than just a photo. It's a lasting memory – from a perspective almost no one knows.

Two really old dogs suddenly look so young from this perspective <3

A growing project

I would never have imagined in the summer of 2023 that we would have so many inquiries from all over Germany today. We've since introduced CRM systems, built automation, and developed processes to accommodate all of our customers. Because I sometimes have up to 45 photo shoots on a single trade fair weekend – everything has to be perfect. And yet: every dog gets their time, every family their attention, every selected gallery their care.

And because I can no longer manage all of this alone, we're currently making big plans: PETSPECTIVE is set to grow. There will be more photographers working under this name—carefully selected, trained, and with the same eye for what's essential: the love of animals.

Why PETSPECTIVE?

Quite simply: Because there's hardly anything like it in this form. The perspective makes the difference. The quality makes the difference. Respect for animals and humans makes the difference. And once you've seen a picture like this, you'll know what I'm talking about.

So, what are you waiting for? Come to one of the next dog shows and experience your dog photoshoot from below and discover a whole new side of your best friend! 🐾📸

To the dates

See you at your PETSPECTIVE shoot :)

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