Roll'em tells the story of a young filmmaker Omar Nizar in his early thirties and the daily struggles he faces trying to produce cinematic content about the city of Jeddah. Though, Omar is unaware about what Jeddah means to him and the challenging nature of this industry in Saudi Arabia. Until his journey in Jeddah's universes begins with Farid Lutfy, the seventy years old cinematographer who decided to leave this passion and open an antiques place in Al-Balad.