LABELCOM invited ASK LAB to design a photo book featuring the cast of the cult comedy show “What Happened Next?” (“ЧБД”). Built around portraits by photographer Igor Klepnev, the project called for more than conventional editorial layout. Instead, we developed a playful visual system that captured the absurdity, spontaneity, and irreverent humor that made the show a cultural phenomenon.

Drawing inspiration from vintage print culture, we combined acid colors, exaggerated typography, and humorous collages to create a book that feels energetic and intentionally unpredictable. The design embraces visual chaos without sacrificing structure, allowing the photographs to interact with graphic elements in unexpected ways. The result is an editorial object that translates the spirit of the show into print, transforming a collection of portraits into an experience that is simultaneously nostalgic, comic, and unmistakably contemporary.