It is not clear who came up with the idea, but the end result is what matters. Last month, The Sun ran an article-slash-advertisement about Crysis 3 featuring the Ashley Roberts, a former member of the Pussycat Dolls, wearing nanosuit-themed body paint.
To the disappointment of her fans, Ashley is not nude underneath the bodypaint, but that doesn't stop her from looking hot. It's safe to say Ashley looks far better in the trademark black-and-silver suit than the actual protagonists of Crysis.
One can only hope that the article gains lots of positive attention and inspires more bodypaint tributes to game heroes; for example, Zero Suit body paint would be quite a treat for Metroid fans.
A video of the body paint being applied to Ashley Roberts is attached to this article.