The Rainey’s have it all going for them, or at least you’d be fooled into thinking that if you looked at their popular instagram channel. Vanlife nomads, they live their lives on camera, so it seemed entirely reasonable to affable Jack, to announce the news of his wife Emma’s pregnancy to their followers. His willingness to put followers before family is not new either, and has increasingly sidelined Emma over the preceding months. Even more galling is their conversation before he did it, agreeing to hold off and find a way to wind up their life on the road for more suitable living arrangements. To Jack’s credit, he sees this as a way of one last monetized push; their ticket out and affording the house and white picket fence entirely dependent on the campaign they run.

Embroiled in the disagreement, Jack leaves Emma to rest and goes to fetch supplies; on his return she’s gone. Emma has left no trace but her smart watch. So when Jack receives an unsettling message on from an anonymous follower, he’s more than concerned. His worst fears are confirmed, Emma has been kidnapped. And only by complying with the mystery assailant, and achieving the milestones he sets is he ever likely to see her again. He lets his prying brother in law Miles in on the quandary, the two devising the best strategy of getting Emma back. Engaging in increasingly risky and dangerous tasks, Jack complies with the game, boosting his profile and follower count. But when he pushes things too far and finds himself arrested, he is faced with a final choice. Give up the brand and persona he’s built, or stay behind bars and let fate take its course. But when he finally is free, and able to locate Emma, it remains to be seen if fate wont yet have it’s say.