David Goodsell (bit.ly/DGoodsell) gives an inspiring keynote, revealing what motivated him to develop his highly renowned approach to visualizing life at the molecular scale. He presents a range of his work, particularly his 'cellular landscapes', which aim to present a comprehensive molecular picture of, for example, a bacteria cell, or of the neuromuscular synapse. He also elucidates some of the thought processes and strategies he uses to create images that communicate science in a visually compelling manner. This talk was presented at VIZBI 2012, an international conference series on visualizing biological data (vizbi.org) funded by EMBO & NIH. This video was filmed and distributed with permission under a creative common license.