A photo shoot involves many different shots of varying poses, and this will normally take place in a studio or out on location. There are many unusual noises when on set, so a nervous dog will need to be prepared!
Each dog will be registered with an agency, who selects suitable candidates according to their client's brief. It's not just the breed that needs to be correct; the skill set is important too.
Some jobs are 'still' photo shoots, like this advertisement for Beco, modelled by Brandy. Others use video for film, TV and social media purposes.
It's very useful to know what range of skills the dog might require before the shoot, so that the behaviour can be practiced.
Filming can last for just half a day through to several days, depending on the complexity of the project.