ALFREDO GENOVESE started working as a sign painter in 1986 when he was studying at the Fine Arts School in Buenos Aires, Argentina. Meanwhile he studied with two old fileteado masters, Leon Untroib and Ricardo Gomez, (the best horse cart painter at that time). When he completed his degree as a painting teacher he moved on to fileteado porteño, the traditional decorative painting from Buenos Aires. He then moved to Italy working in artistic serigraphy and decorative painting but moved back to Buenos Aires in 1993 and established his own studio, where he produced fileteado art works for advertising, bodypainting, tattoos, and street art. With his vast knowledge of fileteado iconography and historical research, Alfredo has become a guest lecturer spreading the knowledge of fileteado in Argentina and abroad. In 2003 he published his first book,Tratado de fileteado porteño, a complete compilation about this subject. On June 2012, The Council City of Buenos Aires named Alfredo Genovese “Outstanding Presence in Culture”. Alfredo Genovese gave a significant boost to fileteado porteño to merge with other arts and applications, conceiving it as a syncretic form of design, using new materials and techniques, as in the case of bodypainting and tattooing. He has worked for famous brands and products including Nike, Evian, Red Bull, Coca Cola, Tupperware, Turner and Mercedes Benz.