You only get one shot at launching a brand so when parent company Express approached End. Creative Group about their new concept, UpWest, we were humbled to be a part of it. We captured photo and video over the course of 5 days in Northern California to bring the brand alive. The result was amazing and put into motion a visual that embodied the essence of the brand which is all about bringing comfort to their customer, both mentally and physically. Photographer and DP John Urbano.