Life’s an Itch

Commissioned by Red Agency on behalf of Psoriasis UK

Psoriasis UK worked with Red Agency to highlight the plight of psoriasis sufferers over a year long campaign. They opened a cloud on line so that those with psoriasis could share one word that summed how the condition made them feel physically and emotionally. I took those words created a tortured sculpture. The character is literally tearing back the wire skin from his body and underneath are some of the more powerful words from the word cloud.

The result is something totally different from what I’ve done before – I’ve always done uplifting projects designed to inspire. Psoriasis UK wanted to be totally, even brutally honest.

The agency were originally sending a courier to collect it but loved the progress shots so much they came up and made a short film with me to celebrate the project.