Catalogue of the exhibit sponsored by Ente Cassa di Risparmio in Florence (March 16 – September, 2012), as a tribute to one of Italy’s leading advertising photographers. The book reproduces photographs, printing proofs, flyers, brochures, and press clippings. This material was released after the cataloguing of Pier Luigi Esclapon de Villeneuve’s personal archive. It documents his work not only in advertising but also in areas such as portraiture and news reporting. The texts — by Silvia Corradini, Daniela Cammilli, Giovanni Paszkowski, Raffaello Bencini, and Tam Fagiuoli — offer insights into Esclapon’s artistic mind, reconstructing an essential chapter in the history of Florentine photography.