Shit, I Smoke! was created by Brazilian-born designer Marcelo Coelho and Paris-born app developer Amaury Martiny in just a week, after they read a study that analyzed air pollution and its equivalent to cigarette smoking. The article--co-written by Richard Mueller, a MacArthur fellow and physics professor at the University of California, Berkeley--explains a mathematical model that compares smoking and tobacco-related deaths to levels of PM2.5, a microscopic particle that is a dangerous, cancerous pollutant after combustion.