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Pho­to­graph by Kevin Serna for Bloomberg Busi­nes­s­week. Serna’s lens shot through red gel to add vivid hues and nod to Eli Lilly’s com­pany color. It set him up for a looser approach to light­ing and fram­ing.

Article○ Max Chafkin, Bloomberg Busi­nes­s­week senior reporter and co-host of the pod­cast Every­body’s Busi­ness, has been cov­er­ing Elon Musk for 19 years.

ArticleInside the mult­i­bil­lion-dol­lar pep­tide eco­nomy

ArticleVIP to nosebleed: The World Cup’s best and worst seats