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We came up with the idea for the "New Yorkers Foster Dogs" photo campaign nearly a year ago, after a few conversations about the issue with many dog adoption pictures. We realized that while many breeds are easily viewed in beautiful stock images found on a web search, shelter dogs are often viewed in low-quality photos in poor lighting (due to limited shelter resources). We thought that what was missing from the marketing of adoptable dogs is high-quality photos, the kind of photos you would see used to advertise any other commodity, like designer jeans or a new house.