Leonetto Cappiello’s most famous poster, “Maurin Quina,” shows a grinning devil irresistibly preparing to pour a glass of absinthe. The poster utilized his revolutionary brand manipulation technique involving exaggerated colors and instantly identifiable images that would register and be remembered in a glimpse. In his 40 years creating posters, Cappiello (1875 – 1942) made 1000 ads creating a style which is a now considered a cornerstone of modern advertising.
Called the father of the modern poster, Italian artist Leonetto Cappiello (1875 – 1942) made advertising posters modern and collectible. Cappiello, who was self-taught, began as a caricaturist and escalated to the early 20th century’s most acclaimed European artist. Cleverly linking products with vivid, memorable images, he produced 1,000 imaginative posters for beverages, ballet, literature, plays, travel and music halls in four decades. Leading the Art Deco movement, Cappiello’s techniques are still vital to modern advertising.