In the build up to the World Cup, PSEUDO spent time interviewing in Moscow and St Petersburg. Hanging off roofs with rooftoppers, in korobkas, tiny kitchens and more, we immersed ourselves in the lives of those we spoke to and nearly fell off a roof [nearly…]. Gaining a profound understanding and awareness of a generation often misunderstood by the wider world, this was seminal PSEUDO work. The work inspired a major brand campaign launched in Russia during the competition.