The guy from the viral "meme" in which he tries not to fart tells what exactly happened there - voila! technology. Mike McGee said that the photo was taken at 12:04 on October 24, 2013, and what you see in it is him just holding his breath and bending his neck.
"The best thing I got out of it was that I got a free Taco Bell for doing the face. I love Taco Bell!", Mike said. Amber Potter was of course exposed to the success of the viral meme and previously revealed her thoughts when it was taken: "At first when he made that face I was like 'What are you doing', okay? It looks pretty painful!"