The film follows 33-year-old Slater, who obsessively chases Nadia, the love of his life. When she suddenly disappears Slater wants to report her missing, but realizes he knows nothing about her. The only clue he has is Brand New-U, a strange organization that deals in new personalities. In an attempt to find Nadia, Slater makes a deal with the organization and takes on a new identity. But when the borders between his identities start to blur, Slater will have to confront himself.