After nearly 100 years in circulation TIME magazine has had its fair share of sensational front covers, from the 9/11 terror attacks on the World Trade Centre to the capture of Saddam Hussein by US forces.
But the most recent to cause a stir - depicting Russian President Vladimir Putin as akin to Nazi leader Adolf Hitler in light of his invasion of Ukraine - had something different about it.
Namely, it wasn't real.
Read more: Welsh bar bans Russian food and drink in solidarity with Ukraine
Indeed, despite going viral online and grabbing thousands of people's attention - even duping some actual news outlets into thinking it was the genuine article - it instead turned out to be the work of Welsh graphic designer Patrick Mulder.
He created the damning image following Putin's troops' invasion of Ukraine, having decided TIME's actual cover - which depicted Russian tanks rumbling into the country - had "lacked conviction".
But he never imagined it would cause such a stir.
"I never, ever intended for people to think it was real," he told fact-checking site Snopes.
"It was a piece of artwork that many other people saved and reposted without mentioning the fact that it was art, not a legitimate cover.
"And it spread like wildfire."
He added that while he'd never willingly contribute to online misinformation, he still stands by the artwork.
"I wanted to create something that added to the conversation around the invasion of Ukraine and captured the public mood," said Mulder.
"It wasn't originally intended to be a TIME cover. The finished image was so powerful, I felt that it deserved to be framed in an equally powerful way."
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