DRIB is a fiction/documentary hybrid that re-enacts the story of a failed violent marketing scheme for a well-known energy drink. The film simultaneously exposes and revels in media manipulation as it explores the strange and painfully comic advertising process that took place in 2014 - with the person who ruined it all appearing in the role of himself. To avoid legal issues, the real energy drink brand has been replaced with DRIB. The film tracks how art becomes commerce, how something fake can have real effects, and reveals inside information about an industry and the company that almost stopped the film from ever being made.