Aaron Stoker-Ring

EDAX makes devices that allow scientists to see the makeup of everything around us—so that they can make steel stronger or discover whether a painting is priceless or a forgery. Pretty cool, right? What they needed was a cool way to show it to potential customers.

EDAX's competitors were all using product shots, so I decided to show the world from the scientist's point of view. The bridge represents the chemical make-up of steel as viewed through an EDAX system. Most people wouldn't get that. EDAX's audience, however, would. This approach helped EDAX stand out.

• Copywriting & Editing
• Creative Direction