At the end of the 19th century, two Parisian brothers, a painter and a small industrialist, embarked on the rescue of a family industry on the brink of bankruptcy in Auvergne. Thus begins the incredible saga of the Michelin brothers, Edouard, the artist proving to be a savvy industrialist and innovator, and his brother André, one of the great pioneers of modern international advertising and marketing. From unprecedented industrial archives, the documentary retraces this family history, magnified by talents but also punctuated by dramas.

A history marked out by world wars, social conflicts, globalization and technological developments.