Pyshechaya 1958

In summer 2017 Setters agency created an account on Instagram about a legendary Saint Petersburg Pyshechnaya on Bolshaya Konushennaya street established in 1958.

The content was far from traditional one, no perfect compositions with cups of coffee, no happy bloggers chewing cakes. Instead there were fashion style photos and texts about donuts addiction.

The admin of the account was unknown, and the café managers who haven’t given any permission for such thing were rather frightened by what was happening.

​​​​​​​The idea belonged to Vitya Vit (creative director) and Eugene Davydov (CEO). Vitya rememebers: “The first shooting went straight to the rubbish bin. It was made in the café itself and we realized it was not what we wanted.”

I was invited to the second shooting by Dara Zhukovskaya (producer) as a photographer and art-director. We had a meeting and I asked for a full freedom in developing the concept and doing the shooting. They trusted me.

We had a second shooting which was kind of good. But only after the third attempt we made Pyshechnaya famous.

Before this project I didn’t know about Tony Futura, Marius Sperlich, Paul Fuentes and many others. Their work amazed me, it was like a gulp of fresh air. Inspired by their vision I started working on “Pyshechnaya 1958”.

By the end of the project I realized that I will definitely keep working on such projects. No more ordinary boring pictures, no way!

Instagram: Pyshechnaya1958

TEAM:

Head of the agency: Evgeny Davydov

Creative Director: Vitya Vit

Photographer/Art director/Concepts: Vasiliy Shvetsov

Producer: Dara Zhukovskaya

Copywriters: Vitya Vit, Evgeny Davydov, Belg Veefomit

Style: Yevgeny Yezhov & Cake Monster

Makeup artist: Olya Vasilieva

Hair: Ivan Ivanov

Models: Vadim Balabanov, Timothy Ogidan, Victoria Pak

Studio: Bedford

SPECIAL THANKS:

Kate Khomyakova, Vova Pogorelova, Ksenia Lussberg, Ksenia Lar