Photozhi, the edutainment contest series by the photographer and tutor Ivan Knyazev, aimed to inspire and support the community. The unpredictability, absurdity, and contrasts of Ivan's approach are reflected in the urban pigeon – the brand's mascot. Of course, you never expect a pigeon to appear when you hear "Watch the birdie!", but the ever-attentive pigeon does appear because it is the most competitive animal and has witnessed things you can hardly imagine.