Dr. Florian 'Doc' Kaps had always been fascinated by analogue image and sound recording mediums, but it wasn't until the very last Polaroid factory was threatened by demolition in the wake of the digital revolution that he swung into action, determined to save the famous instant photography device. However, this eccentric Austrian proved not to have much of a business brain. During the few years that this energetic documentary follows Doc, a shift in the zeitgeist occurs and other analogue lovers come to the fore. A small group swims powerfully against the tide, freeing themselves from the tech giants who hold us in their uncomfortable grasp.