New York City
To cope with the loss of her mother, Holly spends her inheritance on a PR firm that specializes in rebranding people. Holly’s entire life is put under a microscope by a hard-nosed professional and a freewheeling eccentric who dissect every facet of her appearance, behavior, and relationships, to create a new and improved version of herself. But, as the firm’s techniques grow increasingly bizarre, will there be any room for the old Holly inside the new?