Societe' Francaise Des Munitions - Cappiello

Leonetto Cappiello’s poster for Société Française des Munitions presents a confident hunter in vivid scarlet attire, smiling broadly as he steps forward with rifle in hand. The bright palette and crisp composition emphasize energy and assurance, while the foreground display of game reinforces the brand’s message of reliability and superior performance. Cappiello transforms what could be a simple product advertisement into a lively, character-driven scene that celebrates sport, precision, and enthusiasm.Founded in Paris, Société Française des Munitions was known for its high-quality ammunition for hunting and military use. This poster reflects the company’s desire to associate its products with success in the field — dependable, effective, and trusted by sportsmen. Cappiello’s signature approach, using a single dominant figure against a striking background, ensures the message is immediate and memorable.Leonetto Cappiello (1875–1942) was an Italian-born artist who became one of the most influential figures in French advertising. Often called the father of modern poster art, he revolutionized the medium with his bold colors, simplified compositions, and unforgettable characters that leapt from the page. Rather than relying on decorative detail, Cappiello favored strong silhouettes and instantly recognizable imagery, creating posters that were impossible to ignore. Throughout his prolific career, he produced hundreds of celebrated designs that helped define the visual language of twentieth-century commercial art.This is an Original Vintage Poster, it is not a reproduction. This poster is conservation mounted, linen backed and in excellent condition. There is some professional restoration in the upper right hand corner that will be imperceptible after framing. We guarantee the authenticity of all our posters.