Oliviero Toscani transformed the expectations of advertising by pushing provocative imagery into mainstream outlets, making bold statements about life, death, and social issues seemingly acceptable in commercial spaces.
Toscani regarded advertising as the most powerful medium, akin to Michelangelo's artistry, believing it should express complex societal ideas, regardless of the conventional spaces it occupied.
His approach was revolutionary, using the advertising platform to challenge public morality, like his subverted campaign for Jesus Jeans which triggered widespread protests across Italy.
Through his work with Benetton, Toscani highlighted the contradiction of society by placing sensitive topics such as violence and mortality directly in the context of a fashion brand's ethos.
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