VisualGPS Creative Trends Culture Your Trusted Local Vet

Pet care continues to grow as our furry (and scaly) friends become integral family members. The American Veterinary Medical Association reports that pet ownership is on the rise from 2023.¹ Who can resist the unconditional love and daily joy a pet brings? As a long‑time pet guardian, I've experienced firsthand how pets create more laughter and connection in our lives. Getty Images' VisualGPS research finds that when feeling down, one in three Americans turn to pets or animals for comfort. The emotional bond has transformed the pet care industry, with owners increasingly invested in preventative and specialty healthcare for their beloved companions. In other words, local veterinary clinics have become part of our trusted extended family.

In one of our latest video and images shoots, filmmaker Zach Wolfe and Momo Productions capture the loving relationships between pets and staff at a local veterinary office, bringing diversity and real moments of tenderness and care to the forefront. We carefully cast a range of pets—including a snake—and featured a real small town veterinary office with staff that reflects today's world.

Informed by our VisualGPS consumer goods research, we know Americans are two times more likely to prefer product marketing that looks like their own lives over an aspirational one. In addition, our customers have increasingly asked for imagery that reflects a true veterinary experience, and we answered this call.

Here, we showcase real‑world care where larger dogs are examined comfortably on the floor for both safety and ease. The location moves away from sterile white offices to painted walls and warm lobby tones with plants that feel more like a home than clinical. This welcoming environment helps reflect the important connection between veterinarians, pets, and their owners as an extension of the family.

Zach's cinematography enhances this authenticity with ground‑level shots and veterinarian POV perspectives that put viewers directly into the examination experience. Each scene features thoughtful variation in camera distance and angle, while maintaining the natural, documentary feel of visiting your local vet. The real interactions create powerful storytelling opportunities that resonate with today's pet parents, who increasingly seek out content that reflects their own deep bonds with their animal family members and trusted support network. 

This imagery appeals to a wide range of brands, from direct pet care companies (food, supplies, medications, and grooming products) to broader service providers like insurance companies and veterinary practices.

Sources
[1] American Veterinary Medical Association