By right, whatever Maxim has done is not correct by the Buddhist tradition as it is not respectful towards on of the Three Jewels. However, I dont think that Maxim meant anything by it, as Buddha images are considered works of art and nothing more. I dont even think they meant it to be controversial at all.
Looking at it from a different perspective, the photos by Maxim also have benefit, as everyone who sees the Buddha images will have seeds planted in their mindstream. Of course, using desire as a motivator is not the best way to plant the seeds of Buddhas body, but it is just an example of skilful means I suppose. Many modern lamas like Singa Rinpoche, Gomo Rinpoche and Kalu Rinpoche are using elements of music, rap, fashion etc to plant seeds too. So its not the method, as much as the motivation.
On an aside, I'd like to share some photos that utilize religious controversy to promote a message, cause or simply just for fun. Maxim is not the first.