Menner's first set of photos, a "boring" German forest, was with a group of snipers who were "young and inexperienced." The second set of photos, shot in the German Alps, were taken with veteran snipers. It's almost impossible to spot the veteran snipers.
The big reason that Menner wanted to do this photo shoot was to show how images are used in marketing to influence people about brands.
“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.”
Menner's website says:
"Even though they are invisible due to their professionalism, there are hidden snipers in every of these images. They are aiming at the camera and therefore at the viewer. I had the very friendly support by the German Army who made this series possible by providing me with two of their snipers and a whole day of time. In 2013, I got the permission to extend this project in the German Alps. Once again I am extremely grateful for the generous support of the German Army and the professional work of the soldiers involved in this project."