On the eve of his 50th birthday, Jimmy, an indebted man, finds himself at the crossroads of his existence. For him it’s now or never - the time has come to escape from mediocrity. Pretending to be a big shot American ad producer, he offers his services to a Northern Quebec rodeo extravaganza. As Jimmy tries to sell his ad campaign to the Rodeo, filmmaker Simon Sauvé documents his whereabouts but a chain of events transforms the film into the making of a crime. Operating from his kitchen, Jimmy plans an elaborate scheme to extort the beer stock from the Rodeo valued at a quarter of a million dollars. The story unfolds mainly in the Mile-End neighborhood of Montreal yet this tale takes us through the trails of Quebec’s Far East on a live-action road movie. The film is a cross between film noir, biopic and cinema vérité.