The camera is a fantastic machine. Filmmakers Axel Danielson & Maximilien Van Aertryck turn their cameras directly on society, this time to explore, explain and expose how our unchecked obsession with image has grown to change our human behavior. From Camera Obscura and the Lumière brothers all the way to YouTube and the world of social media, the film chronicles how we went from capturing the image of a backyard to a multi-billion- euro content industry in just 200 years. With an exclusive use of archival and found footage, the film uses the very medium it examines, in a self-reflective yet hilarious montage.