In Spring 2004, a new Web site was launched for the Full Frame Documentary Film Festival.A cardboard shadowbox environment was created to parallel the hands-on aspect and minimal funding associated with the documentary craft.

The one-of-a-kind design, which hosted various elements of interactive filmmaking ephemera, visually defined the site's theme of Realitywood. A philosophy where stories are grounded in real-world honesty, serving as the antithesis to modern Hollywood blockbusters.Originally designed for fans of documentary films, the site ultimately drew traffic from a diverse audience of movie followers, as well as those in the online and advertising industries.

First, the mayor officially renamed the city Realitywood. Then came the new website.In print and online, we showed settings with street signs forbidding Hollywood behaviors. For instance, “NO SEEING YOURSELF AS A RESULT OF TIME TRAVEL.” Or a cemetery with a sign reading, “NO ZOMBIES.”We even posted real street signs in Durham, New York and Hollywood.In theaters, we ran fake pre-movie slideshows, then asked, “Why does Hollywood think you’re an idiot?”TV and trailers showed what would happen if Hollywood remade famous documentaries. A viral film showed a documentary being subjected to a Hollywood focus group.