About the title
Having lost his job in Moscow, ambitious photographer Roma is forced to return to his native Ufa. There he meets a cheerful, naive street sweeper named Yura, who has fallen into debt because of scammers. To help the poor guy scrape together at least a little money, Roma photographs Yura as a celebrity and, using Photoshop, puts him on the cover of a fashion magazine. The photo goes viral online and turns the unknown street sweeper into a celebrity. This changes the lives of both the "star" and his creator.