By analyzing Jeff Wall’s work we can see that his works of art stand between different media and disciplines. Whether through referring or his technique, which he calls cinematography, Jeff Wall never produces only photography. In addition to being in between different art media disciplines, he also moves between art theory on the one hand and cultural memory on the other. With this in mind, the paper focuses on the analysis of common understandings of visual representation, documentary and memory, as well as their relationship to truth and reality, which is problematized through Jeff Wall’s work. Memory, as opposed to common thinking, is shown as a part or aspect of the imagination and, as such, is the basis of art. On the other hand, the documentary separates itself from reality and truth and turns to the poetic, that is, it also partially serves the fantastic. They (memory and fantasy or imagination) move away from the linearity of time, thus creating a specific type of representation that is clearly visible both in the works of Jeff Wall and in his cinematic approach to photography. We can conclude that this artist creates a pure or true representation which, contrary to usual expectations and beliefs, does not provide facts about reality, but shows itself as belonging to the realm of fantasy.