English artist Nick Veasey is best known for using x-ray technology to reveal the deepest layers of his subjects. While working as a photographer and designer for a morning television show in England, he was assigned the monotonous task of X-raying soda cans to determine which ones contained a winning code for a contest sponsored by Pepsi. After three days without a winner, he X-rayed his sneakers as a form of entertainment. Veasey recalls, “It was a great image and I thought ‘there’s something to this’.” Afterwards, he spent the next three months working with scientists to perfect his technique. He learned to gauge object density and structure by experimenting with a variety of materials including plastic, flowers, metals and people, taking the utmost care with his living subjects. His intriguing visuals led to assignments for Nike, Porsche, IBM, Bloomberg, and the European edition of Time.