Biography

He is internationally renowned as the creative force behind some of the word’s most successful magazines and brands, including corporate images and advertising campaigns through the years, foe Espri, Valentino, Chanel, Fiorucci, Prenatal and many more. His photos, as a fashion photographer, has appeared in the pages of the magazines as: Elle, Vogue, CQ, Harper’s Bazaar, Esquire, Stern etc.

From 1982 to 2000 (18years), he built United Colors of Benetton into the one’s of word’s recognise brands, giving the company his personal image, identity and communication strategy, and developing his it’s online presence; he also create Playlife, Benetton sportweare line. In 1990 he conceived, created and directed Colors, the world’s first global magazine, making of it a global magazine, which set a trend for a new editorial and communication projects all over the world; in 1993 the invented, founded and directed Fabrica, the international center of research in the arts of the modern communication, Toscani commissioned to the japanese architect Tadao Ando to design it; Fabrica produced editorial projects, books, television programs and exhibitions for the United Nations, UNHCR, La Repubblica, Arte, MTV, Rai, and movies that have won 3 jury prices at Cannes and Venice film festivals.

Toscani’s work has been exhibited at Biennale di Venezia, San Paolo, Triennale di Milan, Lausanne. Mexico City, Helsinky, Rome and a couple of dozen of other museums around the world.
He has won numerous awards, including 4 Lions D’or at Cannes Festival, the Unesco Grand Prix d’affichage and several Art Directors Club such as New York, Tokio, Milan, Berlin etc.
He has taught visual communication at two universities and has written 3 books on communication.

Currently, he is the creative consultant at talk Miramax in New York and at television projects.
After more than three decades of innovation in editorial, advertising, film and television; now he is focusing his creative and communication experience on the new medias.
He lives in Tuscany, producing olive oil and breeding horses.

Motivation for the attribution of the Liberation Award

Some years ago Oliviero Toscani said: “Will we be powerful because we will be creative, or will creative people serve powerful one?”

With this affirmation Oliviero Toscani wanted to strike not only powerful people but also the organizations which produce useless products, because these are the real causes of the death of creativity.

The Liberation Award for Innovation has been attributed to him because he is a “revolutionary warrior of the image” and international Magister of ethic and advertising aesthetics.

Prize giving