The visually stunning effort illustrates the connection between phosphorus, an element known for its glowing properties, and XLH, which results from a lack of
phosphorus in the body and causes abnormalities.

Pharma Kyowa Kirin enlisted renowned makeup artist James Mac Inerney to apply digital glowing body paint on three people living with XLH.

While the original project plan was to use conventional cosmetics applied in person, the COVID-19 pandemic forced a change. After socially distant photoshoots, Mac Inerney spoke with the subjects to get an idea of their backgrounds. The designs were created, and then he worked with a digital design specialist to digitally retouch the images onto the photos.

To draw even more attention to the project, Kyowa Kirin is working on a film featuring the people who took part in the campaign. It will also focus on how the digital makeup was created.

They were able to capture the special moment when patients got to see their digital makeup designs for the first time.

While non-life-threatening, XLH is a lifelong condition and is often debilitating. Patients’ lack of phosphorus causes pain in the bones, muscles, joints and teeth, and people with XLH generally suffer from short stature and possible hearing loss.

Original article.

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