He was born at Fano on the 9th August
1891out of a wealthy family.
He gets his diploma at Fine Art Academy from
Urbino in 1911, and it seems that after his studies he meets
and collaborates with Marcello Dudovich, who inspired him
for the advertising posters of "Fano Stazione Balneare".
He spends a period in Rome, at the house of
a relative who was an important priest with his office at
the Vatican.
From 1919 Federico Seneca stars his
collaboration as a graphic advertisement designer with the
firm Perugina.
In 1925 Perugina gets associated to another
factory Buitoni and he becomes the manager of the
advertising office for both.
In mid 20s, his style is fully defined ,
there is always a unique figure with remarkably plasticity
and impressive persuasion. He was influenced by Cappiello,
firstly, and then by the postcubist graphics.
On the 27th December1925 he gets
married to a girl from Perugia, they will have an only son
in 1934.
In 1929 he wins his first prize at the
Exhibition of Posters in Monaco, Baviera.
In 1932 he moves to Milan , where he starts
his career of independent poster designer and produces
advertising posters.
His production is made of not more than
thirty posters between 1919 and 1955 and he privileged
commercial and marketing advertising.
Notable are his works for Perugina and
Buitoni, famous is his drawing on the chocolate box of "Bacio
Perugina".
In 1969 he moves with his family to Casnate
(CO )where he dies in 1976.
He is considered one of the most original and
innovative advertising designers in the world .