Luca, an influential middle-aged Biella entrepreneur, achieved economic success and excellent respectability in the provincial upper class, to escape from his usual everyday life, tries to reintroduce an old youthful passion into his life; photography. Thanks to the chance discovery of an app, a bizarre card game, Photogame, based on artificial intelligence, Luca creates a fascinating game, but which will soon prove dangerous, using an intriguing exchange of roles, in which he himself pilots photographers and models who are part of the entourage of his new fashion atelier. He will thus challenge his integrity as a man to the point of destroying his family solidity after the unexpected meeting with an old flame of his, Countess Lucrezia, who asks Luca to introduce Marta, his young daughter, into fashion. Unfortunately the Photogame will take over and although everyone is certain that they will be able to control it, they will find themselves faced with irremediable consequences.