1973. In the Hall Coelho expects his second child . In the room Lucília contorts herself in pain . Difficult birth . The kid comes out but inanimate. Apprehension. Finally a scream . They call him Jorge as many others. The kid is Blond. At 4 years old is mistaken for a girl . Enters school with fear. Lucília is called to school and learns that he is the only one in the Venteira elementary school that paints fishes in several directions . Lives with the grandmother disease. A life without seeing the doctor and now Cancer puts disconnected words in her mouth . At 11 years old a shattered mother asks him to tell family friends that his grandmother died . Like ” The Godfather ” life in the neighborhood is divided between crime and joy . Fortunately only enjoys the last one . Knows the “critter woman” early . Here people lives up the street . Make friends but just a few for life . With 12 years old discovers the sea . First “foams” with the Hugo’s skimboard . In the summer works with his father carrying rubble and buys his first Bodyboard . This day anxiety pushes him from the moving train when he sees Necas shaking tickets at the station door . Will shop with torn pants and bloody legs anyway. At sixteen decides to studying at night . Wants money for the first beers. First job. Works as a Graphic Designer Assembler, those fellows who scraped and retouched photoliths for printing. Don’t last to long . The supposed course organized by the company is a scam. After all they only wanted some “Cavaco’s” give away money . A “large hands” by the way . First girlfriends . Works in the morning in Calecas Surfshop. The “Secret”. Draws the logo with crayons . Afternoons are spent at the beach. Normally at “Coxos”. The evening is designed with the teacher in school, Nazaré . Lot’s of knack but not so much will . The average for the University is low but the tests at the Fine Arts University of Lisbon let’s him dream not quite know what . Doesn’t enter Lisbon for a few points . Decides to work because doesn’t know other schools. Or do not want to. One year to learn with his father that to be a Boss is not easy around here. Employee the same. Carries kitchens modules up and down. Listen employee complaints . After all it’s the boss’s son . The father’s Toyota Hiace are Cláudio’s and his home during a month in the north of Spain. In 1995 finally discovers Caldas da Rainha and ESAD Art and Design University. Met “Blonde”, the woman of his life. Draws her. Loves her . Lives with her the best five years of his life. Discovers the Art in its splendor. It is the dream revealed. Lives 24 hours a day between Art and Love . In 1996 within three months wins three Visual Arts awards. After all is not a Lobbie. After winning the fourth but not last prize people label him “Prize Eater”. Unlike he believed decides to learn wow to work with a computer by himself. Finishes Art University in 2000. With his ill mother in a Home struggles between the dream of working in Design and the reality of his father’s bankruptcy company that feeds the all family . Doesn’t give up the dream. Between discussions with his parents and accounts sends proposals for Design companies. Can’t get the job but works as an illustrator for AD9 Creative Shop. They even buy him a painting. Keeps trying . With urgence to work answers a job for a Trainee Prepress. Lasts two days because a friend has a friend who needs a Designer, something that he’s not yet . In the interview discovers that used to hang with future boss. 5 years in Wise Target where he learns some tricks of the market. Specializes in Pharmaceutical Industry and although aesthetically unattractive assembles a technically significant portfolio. A friend tells him of the new company which she joined as an Account, but lacking a Criative Director. Decides to try. Arrives after a dozen interviews and convinces by the diversity and embrassing experience. At least that’s what he thinks . Exits Wise on a Friday and enters Inovadesign the next Monday. The willingness to change is huge and blurred his ideas. Tiredness is huge. After two weeks, “flies” to Indonesia with his wifes consent, but not before arranging a replacement. Pedro Anjos, ex Zook Lisbon . Returns to Portugal with a hand in the front and one in the back. Looks for work as a Freelancer. Inovadesign Directors, Nuno Mendes invites him back . Tries the part-time. Dioesn’t work as he anticipated. His Director makes him a new proposal, this time irrefutable. Creative Direction from Monday to Thursday.
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