Founder Joseph Leibovic discovered micrography in 1994 in the mystical town of Tzvat while living in Israel, watching street artists at work. The idea of Americanizing it — building classic films from their entire scripts and music icons from their legendary lyrics — matured over nine years, until he moved back to Los Angeles and founded the company in 2004. It is now headquartered in Las Vegas, Nevada.
The designs are manufactured into apparel, wall art and more, sold online and through brick-and-mortar retailers and licensed to partners. The studio has created pieces for AC/DC, KISS, David Bowie, the Bob Marley Estate, Scarface and Rocky, with work featured in Playboy and Rolling Stone — and a Ronald Reagan portrait built from his 'Tear down this wall!' speech that hangs in the Reagan Presidential Library.