It is imperative to continue the story. Be true to the brand and carry forward. Shot over 4 days in the low and high desert of Palm Springs, we captured photo and video that would be utilized across channels including UpWest's first brick-and-mortar pop-up stores.  This shoot provided End. Creative Group an opportunity to give back to the community where we shot. Partnering with UpWest, we were able to make building improvements to a local shelter as well as create comfort care packages and serve lunch to the homeless. Photographer and DP John Urbano.