IDEX optics and photonics

IDEX catalog and advertisements



Year completed:



Art direction, photography and design.

The Challenge:

IDEX is an optics and photonics company that asked Rhizome to create uniquely beautiful images from their lenses that were as small a pea and no bigger than a half-dollar. The challenge would be in making the products do what they are designed to do and photograph that with a minimal amount of photo retouching. The images had to be as realistic as possible.

The Solution:

Concept a photoshoot that would incorporate a bokeh background and arrange the lenses so they reflected and refracted through each other. The result was a series of stunning photos by Robert Pennington that dovetailed beautifully with the company's new brand and messaging rollout.