Roger Moenks: Right now or in the past people always think of environment being granola or hippyish or even snobbish. But they never really think of it like being cool or in the frontline of pop culture. How can I stylize a movement, an environmental movement and make it interesting. So this is really what I wanted to do is to create a new – a rebranding of the environmental movement using innovative global thinkers and stylize them in their homes. But very often the photo drives you to read the story behind it. So if you look at a picture and you find it attractive you’re going to read about it. So it is just another way trying to raise awareness and have people take a step back and actually try to learn about somebody.