Maestro

I had the pleasure of listening to Oliviero Toscani’s lectures of Visual Communication while studying Sociology at the University of Rome in the late 90s. During the lessons, he was always trying to provoke us. We were so young and ignorant. He was a myth, a legend. A contemporary Caravaggio. His photography and creative direction of Benetton shaped fashion communication worldwide. A few years before, his billboards were absolutely everywhere. And when censored, his work made even more headlines. He was irreverent, uncompromising, politically incorrect. And above all, super creative. He pushed the boundaries of communication. He inspired and still inspires thousands of creatives and brands worldwide. He had no fear, no boss, no obsession with money or ego – he did what he felt. And most people loved it. He realised that you don’t always need to show products. He was unique, bold, innovative. He was the ultimate artist. He was the reason why I have fallen in love with photography, art direction, creative direction and ultimately communication. Grazie Maestro! RIP.