Photograpy is today's social currency.

Our daily routine is shaped by images that present themselves in many different facets: Social media, advertising, editorial or current news, design, fashion and glamour.

We embrace the ever-present role of photographic images in popular culture, be it on a page, wall or screen. Pictures are means of telling a tale, methods of personal or commercial aesthetic expression, common records of public or family life. The photographic image's role in everyday life tends to focus exclusively on the subject and overlooks the significance of print. Photography as a fully produced physical work, appreciated for its physical character, is an essential part of this encounter. Seeing photographs as physical objects, as artworks intended to be touched, is fundamental.

In UP Media's films, photography functions as a visual language that does not require translation.

Contemporary culture has given photography a new meaning.