Photographs play an important role in everyone’s life – they connect us to our past, they remind us of people, places, feelings, and stories. They can help us to know who we are. They can also change behavior, stimulate understanding and create a sense of urgency that will move people to action. Photography is the universal language that speaks to the heart. This ad aims to drive people to want to take photos of everything, especially given the post pandemic realization that life is short & we should live it fully. “Capture it all" is based on the Eastman Kodak American manufacturer of film and photographic supplies, a company that most photographers know & love.