In a prestigious photographic project, “I VOLTI DELL’OLIO” (THE FACES OF OIL), il Maestro Oliviero Toscani will portray the faces of the leaders of the companies that have won an award. It’s an important visual project, which will be published in the guide, and will express, through the faces of those involved, their passion, their sacrifice, and their love of the land. Portraying a face is an art, as is the ability to produce and refine a unique and excellent extra virgin olive oil.
Oliviero Toscani took photos for Lodo Guide 2023
Oliviero Toscani, son of the first photo-journalist of the Corriere Della Sera, was born in Milan, Italy in 1942 and studied photography and design at the University of the Arts in Zurich from 1961 through 1965.
He is internationally renowned as the creative force behind some of the world’s most successful brands, creating through the years corporate images and advertising campaigns for companies such as Esprit, Chanel, Fiorucci, Prenatal and many more.
He collaborated as fashion photographer for international magazines like Elle, Vogue, GQ, Harper’s Bazaar, Esquire, Stern, Liberation and many more.
From 1982 to 2000 he built the identity, corporate image, communication strategy and online presence of United Colors of Benetton transforming it into one of the world’s most recognized brands. He also created Playlife, Benetton’s sportswear line.
In 1990 he conceived, created and directed Colors, the world’s first global magazine, making it a cult magazine soon to be followed by editorial and communication forefront runners from all around the world.
In 1993, he invented, founded and directed Fabrica, the international center for arts and modern communication research. Japanese architect Tadao Ando was commissioned by Toscani to design the school.
Fabrica, under the watchful supervision of Toscani, produced books, television programs, editorial projects and exhibitions for clients such as the United Nations, UNHCR, La Repubblica, ARTE, MTV, RAI and movies that won three jury prices at Cannes, Berlin and Venice film festivals.
Toscani’s work has been exhibited at the Biennale of Venice, Triennale of Milan and museums of modern art in Mexico City, Helsinky, Rome, Lausanne, Frankfurt, San Paolo and other cities.
He has been awarded four Lions d’Or at the Cannes Festival, the Unesco Grand Prix, two Grand Prix d’Affichage and several Art Directors Club in cities such as New York, Tokyo, Berlin, Milan.
In 2007 he was praised as the Creative Hero at the Saatchi & Saatchi Cleo Hero Show.
One of the founding professors of the Academy of Architecture of Mendrisio, Switzerland, Toscani also taught visual communication at several Italian Universities and has written various books on communication.
In 1999 and 2000 Toscani was the creative director of Talk Miramax in New York.
Through the years he also contributed to the creation of various television programs and directed short films on social problems like anorexia, osteoporosis and juvenile violence.
In 2005, after decades of innovation in editorial, advertising, film and television, Toscani founded La Sterpaia, a renaissance vision of a workshop for modern communication research.
Projects include collaboration with public entities and private committents.
Since 2006 he is the art director of ‘Music Box’, an interactive music channel, from which he also conducts ‘CAMERAOSCURA’, a unique talkshow. In 2008 he curated the communication plan for the 100 year anniversary of F.C. Internazionale and the publication of ‘Inter! 100 years of emotions’ edited by Skira.
In 2009 he curated the exhibition ‘WORKWEAR. WORK FASHION SEDUCTION’ for the 75th anniversary of Pitti Uomo.
From 2008 is travelling all around the world with his project RAZZA UMANA. A project with the aim to discover the variety of human morphology and conditions. The photographs and videos become part of a multimedia archive and will be the subject of publications and traveling exhibitions.
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