Cappiello was a graphic designer who left for Paris back in 1898 to try his luck at the burgeoning advertisement market, later becoming one of the most recognized names in the trade. Leonetto Cappiello (9. April 1875 in Livorno, Italy – 2. February 1942 in Cannes, France) was an Italian poster art designer who lived in Paris. He is now often called 'the father of modern advertising' because of his innovation in poster design.