Leonetto Cappiello (1875-1942) Italian/French, Large Framed Campari Poster. Depicts a clown holding a bottle of Campari floating inside the wound peel of an orange above the words "Bitter Campari." 

Overall Size: 43 1/2 x 56 1/4 in. 

Sight Size: 35 x 47 1/2 in. 

Leonetto Cappiello was born in Livorno, Italy in 1875, and with no formal training went on to become a graphic designer and poster artist often called “the father of modern advertising” for his innovative approach. He began his career by creating satirical caricatures that were published in the album Lantera Magica, and moved to Paris, France in 1898 after being invited to work for the French journal Le Rire. He later transitioned from caricature to poster design, a shift prompted by his collaboration with Le Théâtre magazine. At the time, posters were typically done in the Belle Epoch style, with soft colors and jovial figures, but Cappiello pioneered a signature use of bold, dynamic figures that seemed to leap from stark (often black) backgrounds. After serving as a military interpreter during World War I he returned to France, eventually producing more than 530 advertising posters for clients like Campari and Pirelli. He died in Cannes in 1942, and his original posters remain highly sought after by collectors today. 

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