If you watch the trailer below and end up being caught off guard, rest assured, you’re not alone. “DRIB,” written and directed by Kristoffer Borgli, and slated to debut at the SXSW Film Festival, is a surreal documentary and fictional hybrid. Starring Amir Asgharnejad, Brett Gelman, Annie Hamilton and Adam Pearson, the film takes is a harshly skewering look at consumerism culture and the advertising world that works hard at making sure it sells buyers products that are at best ineffective, and at worst deadly. Here’s the official synopsis:

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.

Take a look at the official trailer and poster below for “DRIB” and catch the SXSW premiere on March 11th.