When Full Frame Documentary Film Festival requested a site redesign, we burned their previous site to the ground. This seemingly implausible act established an external need to construct a new site and, simultaneously, created Internet history – the world’s first online fire – generating buzz throughout the film, online and advertising communities.While flames ravaged the site’s cardboard shadowbox environment, word of the tragedy spread through mass e-mails, viral news clips and a temporary Web page – erected by Full Frame representatives. The fire progressively burned for three days. On the fourth day, a new site was unveiled.