Hervé Graumann graduated from the École Supérieure des Beaux-Arts, Geneva, in 1989, and was quick to start exploring digital cultures, including 3D modeling, Photoshop tools, pattern systems, and algorithms. From the outset, his work has been characterized by a humor tinged with irony in which words and associations of ideas feed a catalogue of absurd propositions (see his “bucolic” compositions bringing together individuals with vivid names). The work presented here poetically appropriates the visual identification system vaunted by Google. True, the elements present in the image are identified to marvelous effect, but their “tags” are utterly absurd. There is no risk of being pinned down by this off-kilter control system.