Smooth advertising executive David is in a relationship with yoga teacher Juliette. Then his eye is caught by Sophie, the girlfriend of his best friend Wim, a fashion photographer. Things get completely out of hand during a campaign for augmented reality-glasses, for which David designs an avatar of the coveted Sophie.

Doug Harris is a loveable but socially awkward groom-to-be with a problem: he has no best man. With less than two weeks to go until he marries the girl of his dreams, Doug is referred to Jimmy Callahan, owner and CEO of Best Man, Inc., a company that provides flattering best men for socially challenged guys in need. What ensues is a hilarious wedding charade as they try to pull off the big con, and an unexpected budding bromance between Doug and his fake best man Jimmy.