At Kalcify, we believe in keeping the big picture in mind. Composition has been a part of photography since day one, but we feel that our work can also affect the composition of our environment. While the new media revolution has changed the landscape of commerce and influenced the way consumers and businesses seek out information, we at Kalcify feel a very important benefit of new media has been overlooked: The fact you dont have to cut down trees, mash them into pulp, cover it with ink, and ship the pulp all over the world on fossil-fuel dependent infrastructure in order to convey information. In short, digital content has a lower amount of embodied energy than traditional printed content. Embodied energy refers to the quantity of energy required to manufacture, and supply to the point of use, a product, material or service. For example, a printed catalog has a much larger amount of embodied energy, and therefore a larger carbon footprint, than you may think. Printed Catalog: Loggers drive to work. (gasoline) Loggers operate machinery. (diesel) Trucks transport logs to paper mill. (diesel) Paper mill makes paper. (electricity, water) Paper is packaged and shipped (possibly across an ocean) to printing house. (diesel) Printing house prints information. (electricity) Catalogs are packaged and shipped to distribution center. (possibly across an ocean) (diesel) Catalogs are mailed through postal service. (diesel, gasoline) A percentage of catalogs will be viewed by the recipient. (No carbon) The catalogs will be discarded, and taken to landfill. (diesel) Kalcify Web Catalog: Travel to shoot. (gasoline, diesel, jet fuel) Editing, uploading, distribution. (electricity)