A young Russian man who came of age during the Soviet era finds himself drawn into the chaotic world of advertising and media manipulation following the collapse of the USSR. As he climbs through the ranks of the newly emerged consumer culture, he becomes entangled with mysterious figures and hallucinatory visions, blurring the line between reality and manufactured perception. The film explores how post-Soviet Russia was shaped — and perhaps controlled — by the power of branding, propaganda, and mass illusion.