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Abstract: The article discusses the content and cultural meaning of the art project of the top manager of the UMMC Maria Osipova. The methodological basis for analysis is the concept of a book of poems as a complex artistic unity that implements a single plan and a “meta-plot”, as well as the concept of art as a social institution (P. Bourdieu, M. Yampolsky). The book “Masha writes” (Masha pishet) combines texts and calligrams based on these motives, created by authors from different countries. The project “Masha writes” is declared as “a business model of an international art project independently implemented through Instagram”. Thus, the main objective of the project goes beyond art to the cultural industry. However, this also preserves the traditional functions of the work, including the aesthetic one: the book is beautifully printed, the calligrams are expressive. One of the problems is the status of the author creating the book using crowdsourcing. In addition to the international team of calligraphers and translators, there is Maria Osipova – the author of the project idea and the prototype of the “Masha” that “writes”. At the same time, the border between Maria Osipova and “Masha” is constantly being erased, since the purpose of the project is not purely aesthetic, but also communicative, even therapeutic, and most importantly, it is a way of creative self-realization of the author as an art manager. As a result of the analysis of the verbal and visual components (texts and calligraphy), it is concluded that the accented qualities of the project and its author are success, style, amateurism. The project fits into the art industry, works for the symbolic capital of the author and participants, as well as for the attractive image of the UMMC company. The conclusion is drawn about the target audience of the project – a successful “middle class”, focused on a high quality of life, who sees the prospects for the development of society in the processes of globalization.