Beauty Turns Sinister: Behind Netflix Thailand’s Decaying Spoiler for ‘Dalah: Death and the Flowers’

To promote the launch of mystery series, 'Dalah: Death and the Flowers', Netflix Thailand took an unexpected approach: spoiling its own ending.

In the heart of Bangkok, a stunning floral installation inspired by the show drew attention, and as the days went by, passers-by soon realised that the withering flowers would soon reveal the identity of the killer.

In a country where spoilers spread fast, this bold move put control back into the brand’s hands and cleverly pushed viewers to watch the show soon after premiere, helping it reach number one in Netflix charts.

To find out more about this unique concept and how the intricately detailed floral artwork was created, LBB’s Sunna Coleman speaks with VML Thailand’s group creative director, Natkanate Ruengrujmethakul, and the floral artists at IN BLOOM.

LBB> How did the idea for a flower installation billboard come about?

Natkanate> It all started with the show’s main character – a floral designer hiding a deadly secret. That contrast between beauty and darkness became our creative anchor. We kept asking ourselves: how can we bring this to life in a way that feels alive, mysterious, and true to the genre?

That’s when the idea of using real flowers came to us. They’re beautiful, but they don’t last. And the way they wither over time gave us the perfect metaphor for a story that slowly unravels. From there, it just clicked – the billboard could become the spoiler, slowly revealing the killer’s identity as the flowers decayed.

LBB> Why did you decide to take a risk and spoil the ending of the new series?

Natkanate> For whodunnit fans, spoilers are the ultimate enemy. So instead of avoiding that fear, we used it. Netflix Thailand’s research shows that fans only have 7–10 days before spoilers flood their feeds. And once the ending is out, potential viewers drop off – why watch a mystery if you already know how it ends?

That’s why we took the risk of spoiling it ourselves, in a creative, time-sensitive way. The billboard became both a warning and a trigger – pushing people to watch before it was too late. It didn’t just create buzz; it created urgency. And that urgency helped drive immediate viewership, turning the fear of spoilers into fuel for the premiere.

LBB> You collaborated with an artist to create the installation, what was that process like?

Natkanate> Once the client was on board with the idea, we started by mocking up the concept ourselves – mapping out the full transformation, from fresh flowers to the final reveal. We illustrated every step of the process to make sure the visual storytelling would work over time. Then came the search for the right collaborator who could bring that vision to life.

After researching several options, both our team and the client aligned on IN BLOOM. Their experience with floral installations and their ability to blend beauty with narrative detail made them the perfect partner. From there, we shared our drafts and walked them through the concept – what needed to happen, how fast the flowers should decay, and what types of blooms would give us that precise transformation. It became a true collaboration: our concept and direction, paired with their deep understanding of floral behaviour and craftsmanship. That’s what made the billboard not just beautiful, but alive with meaning.

LBB> IN BLOOM, what was your reaction to the initial brief and what ideas did you have?

IN BLOOM> As floral designers, the brief presented an unusual and intriguing challenge. Our initial reaction was a mix of surprise, excitement, and uncertainty about how the outcome would unfold. This project offered a rare opportunity to engage with nature in its most raw and unpredictable state – the withering of flowers.

Using real flowers on a large-scale outdoor billboard under the intense heat of Bangkok's sunny climate pushed us to explore deeply. We conducted extensive research and hands-on experiments to find the right direction. We knew this concept would stretch our creativity and technical skills – and that made it all the more thrilling.

LBB> Can you tell us about the creative process and how long it took to achieve the desired effect?

IN BLOOM> Our process began with identifying techniques to extend the lifespan of flowers and control the timing of their withering. We needed them to fade on schedule, stage by stage.

We began by experimenting with a wide variety of fresh flowers, observing how each species dried naturally and how their colours shifted over time – from light, soft hues to deeper, richer tones.

This reversed the way we typically approach design. Instead of starting with how the flowers should look fresh, we had to design backward – anchoring our aesthetic decisions on how they would appear in their final, withered state.

These early experiments helped us map out where every colour and form should be placed on the billboard. It was a process filled with discovery, patience, and trial and error – but also incredibly rewarding.

Natkanate> We started by mapping out the billboard’s transformation step by step to make sure the reveal would happen at just the right pace. Timing was everything. We worked closely with the floral artist to test different flowers and designs, to understand how they would wither under Bangkok’s heat and humidity. All in all, it took about three to four weeks to achieve the desired effect. We spent that time planning, prototyping, and testing to get the balance right between aesthetics and storytelling. The goal wasn’t just to create something beautiful – it was to build suspense in real time.

LBB> Was the effect what you were expecting or did you need to adapt your initial ideas as you went?

IN BLOOM> The result was close to what we envisioned but nature of course, had its own ideas. As we moved forward, we refined our methods to adapt to the unpredictable behaviour of different blooms.

We developed a custom technique called the double-layer method, where two layers of floral design were arranged beneath each other. This gave depth and allowed the billboard to evolve visually over time as flowers withered.

Some flowers dried differently than anticipated, so we had to continuously adjust our placement and selection to embrace those organic changes and strengthen the overall composition.

LBB> What were some of the other creative and strategic challenges you needed to overcome during this project?

Natkanate> One of the biggest creative challenges was making the flowers resemble the killer’s face. It seemed like it would be easy since we had already mapped it out, but capturing that exact likeness with flowers was incredibly difficult, especially when working with such organic materials that change over time.

For the strategic challenges, balancing the need for a visually stunning billboard with the specific narrative of the series was key. We had to ensure the flowers' transformation not only looked beautiful but also subtly conveyed the killer’s face, without giving away too many clues too soon.

Additionally, given Bangkok’s unpredictable weather, we had to plan for how rain and humidity would affect the flowers. The decay process needed to unfold just as we intended, so we had to adjust the billboard’s care and maintenance accordingly.

LBB> What were your thoughts on the final look?

IN BLOOM> The first and second weeks were dedicated to building the structure, sourcing the right materials, and experimenting with various flower treatments. By the third week, we had selected the right blooms and began composing them on the billboard, allowing them to wither naturally while monitoring how their shapes and tones evolved at scale.

Installation day was intensive and time-consuming, but working with fresh flowers on-site went smoothly.

In the end, what we created wasn’t just a floral display – it was an evolving piece that sparked curiosity and conversation. Watching the audience anticipate the moment the flowers would decay and reveal the haunting face of a killer added a surreal layer to the work. It challenged traditional floral design and turned the ephemeral nature of flowers into a powerful storytelling device. That, for us, is what made this project truly stand apart.

LBB> What was the audience reaction to the spoiled flowers billboard?

Natkanate> With its stunning beauty, the billboard quickly drew a positive reaction, attracting crowds who couldn’t help but stop and admire it. Many were drawn in for a closer look, and as they examined it – perhaps after reading the headline – they began to realise that it wasn’t just a beautiful display, but a spoiler billboard, with the killer’s face about to unfold. The subtlety of the reveal made it feel like a hidden secret, something people had to uncover for themselves. Some even stepped back to take in the full picture, hoping to catch a clearer glimpse of the killer’s face.

As curiosity grew, more people gathered, trying to piece together the image, while social media buzzed with excitement. Users eagerly shared their discoveries and talked about the chilling transformation. And it didn’t stop there – within less than one week of the launch, the series skyrocketed to number one on the charts.

LBB> What have you personally loved most about working on this campaign?

Natkanate> The first thing we loved most was how we used the flowers as a tool that tied into the core of the series. It was a powerful metaphor, transforming from something beautiful to something far more sinister, just like the show’s storyline.

The second thing we appreciated was that we were doing something entirely new to us. We were constantly learning, adjusting, and finding new solutions along the way, which made the process exciting and rewarding.

The final thing we truly valued was teamwork. This was not a project that could be done alone. It required collaboration, patience, and trust across all teams – not just from the creative and floral artists, but from the client as well. The client’s courage to try new things, along with our willingness to experiment, take risks, and sometimes even start over, was key to the success of this campaign.

LBB> Any last comments?

Natkanate> When it comes to a whodunnit series, don’t wait until the spoilers flood the internet. And when it comes to bold creative ideas, only brave clients willing to take the leap can bring them to life.