Conservation International needed to raise the awareness to the general public of how damaging deforestation is to the earth. This message needed to be communicated in a way that the average Joe could understand. “Lost there, felt here” emphasizes that, regardless of the location where damage occurs, we all feel the effects it has on our planet. Green advocate Harrison Ford was featured in the spot. Harrison’s dialogue explains the effects of deforestation and his chest waxing is a painful representation of deforestation.