What happens when an innocent character created in an artist's early adulthood morphs into a widely recognizable symbol of hatred only a decade later? This is the issue that underground comic book artist Matt Furie must grapple with as he seeks to reclaim his character, Pepe the Frog, from the grip of the Alt-Right.When Matt Furie first created Pepe the Frog, a character in his indie comic Boy's Club, Matt was an easygoing San Francisco artist and Pepe was a chill frog dude. Through a series of unforeseen events and bizarre connections driven by the internet, Pepe came to be a symbol of hate for the far right. How that exactly happened is a wild journey into the heart of online life today and the memeification of our shared collective culture, where the meanings of images change moment to moment and cannot be controlled even by their creators. Furie decides to fight to take back Pepe from the dark forces that have turned him from a silly comic-book character into their own symbol. But is it already too late? Debut director Arthur Jones takes us through a modern-day saga of the internet that must be seen to be believed or understood. Feels Good Man shows us how a character meant to provide joy and fun can slowly morph into something else--but just maybe can change again.