Known as the father of modern advertising, revolutionized poster art with bold, innovative designs. Inspired by everyday life, theatricality, and humor, he was the first poster artist to use bold figures popping out of black backgrounds, a startling contrast to the early norm. Over the course of his career, Cappiello produced more than 530 advertising posters, conveying energy, modernity, and playfulness while transforming commercial products into symbols of desire.