French Italian Leonetto Cappiello became the Father of Modern Advertising, known primarily for his innovative poster designs. He drafted powerful, bold figures that popped out of black backgrounds, startling in comparison to posters from preceding years. Although he lived and worked in Paris for most of his life, Cappiello was born in Tuscany. He had no formal art training. His career began with caricature illustrations in published journals. Cappiello teamed up with a printer (who acted as an agent in today’s sense) who landed him poster-making jobs, gaining him renown and income. He worked with the agency for most of his lifetime, creating 530 advertising posters for various clients. Even today his works are collected and auctioned for large sums.