Niimi was born in 1985. After graduating from Tama Art University in 2014, Niimi started his career as an artist creating his own works while working as an art director for advertising and other creative fields. The artist states that our times are defined by the consumption of creativity. It is obvious that an artist or art director for the advertising industry refers to professionals who are engaging with producing imaginative activities. This is in fact a social phenomenon. In short, Niimi criticizes the situation of today’s digitalized society, where the modern world repeats the cycle of production and consumption at a tremendous speed. It makes more sense to comprehend the other way around - Consumption by itself is no evil. What Niimi concerns about and tries to alert the viewers though is the situation of those who are being exploited as a result of consumption. Consequently, Niimi depicts barcodes as the icon of consumption. He takes what has been discarded or becomes obsolete over time because of social booms and transforms them into iconic images into his paintings. This is not from a single-sided perspective, but a criticism on both the unconsciousness of violence to consume and on numbness of the pain of being consumed.