Johannes Wohnseifer creates works through an associative play of material, format and content, whose smooth and shiny aesthetics mimic those of the advertising industry, thus challenging its propagandistic impetus. His aim is to reveal the core of a brand image with its myths and stereotypes. He often uses the same staging techniques in his video works, photographs, sculptures, and installations as those used in marketing. These adaptations are contrasted by subtle details that reduce the core, the brand, the company, the celebrity, to a mere shell, appearing as a reproducible surface.