What do big advertisers and German snipers have in common? Everything, according to German artist Simon Menner.
In 2010, Menner enlisted the German army to help him with his latest project, “Camoflauge.” He hid expert German snipers around picturesque forests and alps, in a piece of conceptual art meant to represent conflict and war. War, however, doesn’t necessarily refer to an enemy; in Menner’s eyes, the piece is also reflection of the way branding and advertising affects the consumer in invisible and potentially destructive ways.
“The key question for me and my work at the moment is how images are used to influence people and their decisions,” Menner wrote. “At the core, hiding snipers and ads for Apple have something in common, since both try to infect us with ideas about things we are not able to see. But I think that this is easier to detect while ‘looking’ at hidden snipers than by looking at Apple ads.”