George Lois was born in New York in 1931. He is considered to be among the most influential professionals in the fields of visual communication and advertising of the last 50 years.

He is often called the pioneer behind the Creative Revolution in America’s advertising industry during the 1960s. During his long lasting career, he devised some ground-breaking advertising campaigns which combined high level design with astounding sales numbers. Among others, he has been the designer of campaigns for some of the most prominent media outlets in the USA, such as TIME Magazine, USA Today (which was literally saved from being taken off circulation thanks to the TV campaign devised by Lois), MTV (whose ‘I Want My MTV’ campaign is considered a cornerstone of modern advertising), ESPN (which was transformed overnight from a channel on the verge of collapse to a prototype sports network worldwide thanks to Lois’ ‘In Your Face’ campaign) as well as several multinational firms, such as Xerox and Tommy Hilfiger.


He has also served as creative director of Esquire magazine from 1962 to 1972 and during that mandate he literally changed the course of printed press with his work. Lois was the designer of some of the most popular magazine covers of all time, all for Esquire. Since 2008, 38 of those belong to the permanent collection titled “George Lois: The Esquire Covers at The Museum of Modern Art”.


Lois is the only one that has received both top-tier awards of the advertising sector, namely The Art Directors Hall of Fame, The One Club Creative Hall of Fame and also received lifetime awards from the American Institute of Graphic Arts, CLIO and the Society of Publication Designers.

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