Leonetto Cappiello (1875 – 1942), considered to be the father of the modern poster, revolutionized advertising and turned it into a collectible art form. Self-taught, the Italian Cappiello was originally a caricaturist who became the most significant European artist of the early 20th century by masterfully linking products with strikingly colored, contemporary, memorable images. In 40 years he created 1,000 works, including innovative posters for beverages, ballet, literature, plays, travel and music halls. Cappiello led the Art Deco movement, and set standards which are still fundamental to today’s advertising.