Noah, a charismatic advertisement executive, has just launched the ad campaign of his career for the company Nordic Meat. But when his little sister Naia begins live-streaming from the roof of a Nordic Meat factory, accusing the company of greenwashing and threatening to commit so-called “ecocide” by jumping off the building unless they meet her extremist activist network’s demands, Noah is forced to confront his own values and fight for what matters most.