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"Entertainment clients are the best clients because they have faith in themselves," says Kang. "And that means they can have faith in you. Puffy is great because he has a lot of faith in what he does."

Whatever the reason, Kioken got a real chance to push the limits on its site for Puff Daddy's own Web site and his Badboy Online (U.S). The model for Badboy Online is clearly broadcast rather than print. The idea is to create a flat loading screen that causes viewers to wait a bit, and then to surprise them with a burst of light and sound. "You have to think beyond the limits of a page," says Na, "and think about cutting sequences together much as you would in a film title."