iOS App Launched - X is for X-ray, RSNA, Chicago, USA

“The beauty of the app is its attention to detail. Almost every object has some unique
effect, like the way the car engine’s pistons turn when you rotate it in x-ray mode.”
Applegazette.com

“Curious children and tweens will get an entertaining glimpse into everyday objects in
this app, which operates on multiple levels.”
schoollibraryjournal.com

"My 6yr old is amazed by x-rays since he's seen his MRI of his brain. He really enjoyed
seeing the insides of so many everyday objects. Highly Highly recommended app :)"
welcometotheirworldapps

"one of the most fun and innovative interactive books I have seen for the iPad. I really
enjoyed this book, and so did the children I shared it with."
mobiletechreview.com

"One of those completely unnecessary apps that we still think we can’t live without"
Stuff Magazine UK
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Featured on:
Boingboing.net
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appadvice.com
Thesun.co.uk
http://www.onedayoneapp.com
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http://www.photoweeklyonline.com
http://geekartgallery.blogspot.com
http://www.foxnews.com
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www.auntminnieeurope.com

"This odyssey all started when I invited Hugh to be a part of my parlor game potluck league that I was 
starting and that ultimately went nowhere. 

Hugh emailed me back thinking I had I spammed him.  We kind of got caught up since we had first 
worked together on an art science exhibit for the Franklin institute in 2005.  

I had seen an AMAZING book called Marion Batallie, published by Roaring Brook Press.  It is a pop up 
book where every letter has a different pop-up mechanism.  

Later the same week I had a idea in while I was showering for a. Beautiful A-Z book of Hugh's x-ray 
photography called X is for X-Ray.  I figured he had A large  enough archive of images that he could just 
whip the thing together.  

So I emailed my idea to Hugh and he was excited to give it a try and asked me to help.  We started 
working on a print book.  Eventually Hugh would create about thirteen new images for our print book. 
My wife Maren was writing the text.  We showed the book to several publishers and the feedback was 
very inconsistent, some didn't like the rhymes while others didn't like the images.  

After several rounds of conflicting feedback I sent the book to my friend and great writer Paul Rosenthal. 
Paul not only had great feedback but provided some wonderful example rhymes.  Hugh, Maren and 
myself decide that Paul was the guy to write the text if he was interested. Luckily he was interested and 
did a great job of creating a wonderful series of rhymes that go perfectly with Hugh's images.

After about a year of chasing publishers the iPad came out.  I realized that this book really needed to an 
ebook.  I had seen samples of The Elements by Theo Grey and I thought our book needed similar 
production values.  So in my initial search for an E publisher I looked up The Elements and discovered 
that Theo and his good friend Max had started a new company called TouchPress.  I sent them an email 
about our book.  Literally about 45 minutes later I received an email back from them expressing interest 
in our book. Two weeks after that we had a verbal agreement to do an ebook together.  A year and a 
half later X is for X-ray hit the iTunes store."  Mike Levad Co-author

A top ten book app in 22 stores across the globe

​Apple Ipad app of the week in the United States December 1st -7th 2011

A fun Learning app in 78 app stores world wide.

“WOW, WOW & WOW again! This one adjective resounded throughout, along with OMG, AMAZING, and COOL, as we explored this incredibly unique app.Teachers with Apps.com

this app is the learning bomb! It makes your kids curious about everything they see - 3sixty.no

'X is for X-Ray' app has 26 objects that only Superman's X-ray vision could expect to reveal. The Daily Mail