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.