Joachim Lapotre worked for ten years as a freelance art director. After two years of video, interactive art and code generated art, he creates manipulated photographic works. His work is known for its falsified visibility, ambiguous propoganda, corporate icons and deceiving photorealism. Lapotre is an expert on how to make an ad without the product, leaving the viewer with an idea on which to meditate instead of merely an object to purchase.