When restless advertising executive Alex Lazarus meets charming lawyer Julian Lloyd-Mason by chance whilst looking after their children in the park, they hatch a plan to launch a parenting website together. Primaparent.com goes global and Alex suddenly finds the fame and fortune he always craved. But the trappings of success come at a price. As his life begins to fall apart he realises too late that wanting more can sometimes get you less. Can he save himself from his own ambition – before he loses everything?