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.


Look straight up from big boulder in the lower left corner. The sniper appears where the color of the stones begins to lighten. Source: Slate

“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.”


Look to the right hand side of the image, near the small hill right where the forest begins. The sniper is there. Source: Slate


The sniper is inside the bushes on the right of the path. Source: Slate


Look for the tree with a bent trunk on the left side of the photo. The sniper is under a moss cover. Source: Slate

For some extra perspectives on native advertising, check out John Oliver’s biting review, and an informative piece in Fortune.