Conceptual Creations | Armando Testa

Born in 1917 in Turin, Italy, Armando Testa is considered the father of modern Italian advertising. He was most known for his wor...





Born in 1917 in Turin, Italy, Armando Testa is considered the father of modern Italian advertising. He was most known for his work as an illustrator, cartoonist, graphic designer and all around conceptual artist. His great talent lied in creating poster art by use of conceptual images in his artwork. Conceptual images aimed to give meaning to something by using metaphorical objects, these objects would ultimately represent one thing while meaning something else.


Armando Testa, poster for Pirelli, 1954. The strength of a bull elephant is bestowed on the tire by the surrealist technique of image combination

Even outside the specific context of poster art he was a master of communications, a creative artist who invented new languages, always adopting the most technologically advanced means. It is possible to differentiate his production depending on the function it was meant to carry out, from advertising messages to cultural promotions, from ironic greeting cards to community service posters.


Armando Testa is in fact not only the name of this great mastermind, but also that of the communication agency he eponymously founded in 1956; ‘Armando Testa Group’. Amongst which represent some of the most highly acclaimed, important clients worldwide.
During the 1960s, colour photography, a typical product of mass culture, progressively replaced drawing in the world of advertising. Armando Testa, being the head of an agency destined to become a leader in Italy and beyond, adjusted unconditionally to the new medium, conceiving campaigns that would mark a new era in his own country. 


It is the largest advertising agency in Italy, by revenue and activities and has three offices in Italy; Turin, Milan and Rome and five offices in Europe; Brussels, Frankfurt, London, Madrid 


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