Recently a camera has been developed to actually SEE emissions. We now know what emissions look like and I think that visual should be used in my following concept. The actual production of this ad wouldn't involve that special camera, but somebody would do it digitally. It's a tracking shot, on a dolly of some sort, through a typical town or city. It's just a normal shot of cars driving by, people mowing thier lawns, grilling, and maybe we can see the inside of houses like the walls are cut out so we can see more activity. That happens for about 10 seconds. Then it goes black and text pops up: "Did you catch that?" The video plays again, but this time we can see the emissions from all the activity. Maybe there are little indicators that tell how much co2 emissions are being emmited by each activity. The black screen and text pop up again: "What you do matters" "Grist.org"