When naturalist Paul Rosolie wanted to focus attention on the destruction of the Amazon rainforest, he decided he needed a stunt guaranteed to get people looking.
So the environmentalist offered himself as dinner to an anaconda - and was swallowed alive, filming every moment.
Anacondas, the largest snakes in the world, typically suffocate their prey before ingesting it, making Rosolie's attempt all the more dangerous.
But the American survived, and his harrowing journey into the stomach of the beast features in a Discovery Channel documentary, Eaten Alive, to air in New Zealand on Friday.