Joel and Luke Smallbone, co-leaders of juggernaut alt rock group for KING & COUNTRY, have announced that they are filming a movie.

The film is titled Priceless, in keeping with the message they have been speaking from stage for years. In an email update to fans, the brothers elaborated “So many of you have rallied with us and stood alongside us when it comes to a woman’s worth… Around America and the world, there are well over 150,000 of you with priceless necklaces around your neck and bracelets on your wrist. And now, this message is coming to the silver screen!”

Joel himself is playing the lead in the film, acting the role of James Stevenson, a man who finds himself in the middle of the world of human trafficking and ultimately has to fight to shut down a trafficking ring. The dramatic story is being filmed in New Mexico.

The band has already been sharing updates and pictures from the filming process on the movie’s official social media accounts, encouraging fans to keep up through facebook, instagram and twitter. The brothers also hope to see this movie become even more of a rallying call, saying “We can be a part of spreading this Priceless message and movement into theaters and peoples homes around the world!”