Directors Jamie Bradshaw and Aleksandr Dulerayn are taking on advertising in a big way with their indie Branded (aka Moscow 2017, aka The Mad Cow), which Roadside Attractions will be releasing in theaters this September. While Roadside typically releases absolute garbage, the below trailer for the sci-fi thriller is pretty incredible — and interactive. If anything, it looks like a reworking of the classic They Live, jam-packed with aliens and brainwashing.

The below trailer includes 97 unique QR codes with additional codes embedded in the film’s website, social pages, posters and other materials. QR codes enable consumers with a smart phone and a reader app to scan a code in the Branded trailer or other marketing materials which will reward them by offering a deeper glimpse into the film’s alternative universe of out-of-control brands, consumer gluttony and insatiable materialism through exclusive image and video content. Overall the Branded marketing campaign will include 100 QR codes in all. Unlock them all!

Inside you’ll find the trailer and film synopsis.

“After Misha skyrockets to the top of the advertising business, a tragic mishap on the set of one of his productions torpedoes his career and he retreats into self-imposed exile. Ten years later, Misha returns to a radically changed world and finds himself plagued by visions of bizarre and terrifying creatures with the ability to influence people’s thoughts, desires and actions. Creatures only he can see.

He soon realizes the creatures are part of a clandestine campaign unleashed by a rival advertising agency to make “fat the new fabulous” and create a new era of uncontrolled consumer appetite. In order to save mankind, Misha uses his own considerable marketing skills to launch an ingenious plan to try to eradicate the plague. But the corporate legions will not go down without a fight.”