Cartell "AIXAFEM EL FEIXISME"
85 years after the publication of the iconic crushing poster Fascism, published by the Commissariat of Propaganda of the Generalitat, the Fundació Reeixida has taken care of a high quality reprint, with reproduction and post-production ( with the relevant digital restoration of the original) by the photographer Jordi Borràs. Poster sizes 70 x 50 cm.
The trajectory of Pere Català i Pic (Valls, 1889 - Barcelona, 1971), one of the most important exponents of Catalan photography, allows us to explain the daily life of the profession and at the same time follow first hand the history of Catalonia from the perspective of 'an intellectual, a self-made man. Català Pic is best known as a photographer and author of the famous poster "Crush fascism", but he also worked in a bank, was an apprentice, painter and portraitist, father, activist of the small country, advertising phototechnician, columnist and professor of the Advertising Seminar, creator of the Commissariat of Propaganda and head of editions, literate without publications, industrial and artistic photographer, calçotaire, algerista, sardana player, tireless traveler and, above all, friend of friends. He is also the father of a line of renowned photographers: Francesc Català-Roca and Pere Català i Roca.
After the presentation of the photographer's biography "Pere Català i Pic: photography, advertising, avant-garde and literature, 1889-1971", edited by Rafael Dalmau, this retrospective exhibition now takes place with 35 paintings representing the different moments of his production. between 1915 and 1960: «1915-1932. We need a portraitist in Valls »; «1932-1939. The Republic and the War, in Barcelona »and« 1939-1971. Post-war, industrialization, literature ». From these moments, special emphasis is placed on his ideas on heritage, modernity, avant-garde, advertising and photomontage.
«1915-1932. Cal portraitist »
Pere Català i Pic was born in 1889 in Valls; due to the death of her father, her mother moved to Barcelona and opened a dispensary. The son had to leave school at the age of twelve and began working at the Banco Hispano Americana in 1902. Fighting at the CADCI for the intensive day, on a trip to Rome he found his passion and became a portraitist in Valls. He makes portraits and photographs of monuments for the Mancomunitat de Catalunya and with a group of friends he manages to radically change the city with the creation of the group Amics de les Belles Coses that fights for cultural, social and economic modernization: he wants new trains , an airfield, better transportation, more tourism, more openness. Finally, politics knocks on its door and commits itself to the progress represented by the Republic, but does not present itself as a candidate; he wants to leave.
«1932-1939. The Republic and the War »
With the Republic he travels to Barcelona in search of modernity, psychology, advertising and photography, a strange mixture that at that time made him an avant-garde. Get to know the world, travel and create, make ads for the most important clients, introduce photography to advertising, popularize photomontages, and excel as a professor of advertising psychology. He writes a book about his research in this field, the product of his classes and experimental studies, which remains unpublished.
During the war he conceived with Jaume Miravitlles the Propaganda Commissariat and made one of the most famous war posters: "Let's crush fascism". As head of Edicions, he has contacts with all intellectuals, publishes the renowned magazine Nova Ibèria and more than two hundred books, magazines, aucas and pamphlets in four languages. Bombing, famine, exile and death come.
«1939-1971. Postwar, reindustrialization and literature »
Hidden in his house and drowned at the end of a project, Pere Català Pic lived the first post-war period writing a literature that helps us a lot to understand his life. He resumes work little by little when the fears of reprisals subside, he regains his joy, he has to keep working, he has to support the whole family. Recovers family business P.I.C. (Catalan Advertising Illustrated) and with the help of his children, Francesc Català-Roca, Pere Català i Roca and Maria Àurea Català i Roca, he is moving forward. Exiled friends are slowly filling up their literary supporters clubs again. The Exhibition Fair and the Francoist economy of the fifties allow him to pay off his debts and rebuild his life.
However, Catalan culture is not strong enough, Francoism drowns it and the Catalanists fight among themselves; there is no place for a heterodox, for a writer who does not seem so or who tries it too late, when life leaves him time. In 1952 he began his last major project, bringing color photography from Paris to Barcelona as an economically profitable activity; it doesn’t work out and modernity this time is playing tricks on it. He will continue to do so, firmly in the attitude with which he has lived all his life: work, work, work and start again as many times as necessary. He died a few months before turning 82, on July 13, 1971.