There have been dozens of activations throughout the world promoting series and movies, many for Netflix. But none as wide-reaching and enduring (impactful) as this one by Netflix itself.

Netflix Thailand has found a standout way to keep audiences talking about its new hit legal drama, The Evil Lawyer. It brought the main character into the real world.

The eight-part crime drama had already reached #5 on Netflix’s Global Top 10 Non-English TV Shows. The show has already become a talking point in socials. The main character, Jittri, the show’s ruthless lawyer with a deadpan delivery, signature curly hair and catchphrase, “Yes or No?”, had already become a viral meme.

Netflix gave her a vlog as if she were a real person.

The vlog was shot entirely on a smartphone and directed by awarded filmmaker Komsan Yamyuen of Human Human Bangkok. It follows Jittri through her daily routine – ‘Fit Check’, making tea, sharing legal opinions and navigating everyday frustrations with the same intimidating confidence audiences saw on screen.

The content, that blurs the border between entertainment, fandom and reality, quickly resonated with Thai viewers because it tapped directly into local internet culture. In one segment, Jittri applies legal logic to Thailand’s never-ending debate over whether authentic basil stir-fry should contain vegetables such as long beans or baby corn. Another features subtle references and Easter eggs that connect back to events in the series. By using distinctly Thai cultural references and online behaviours, the vlog makes audiences feel as though Jittri isn’t simply a character from a show, but someone who already exists in their social feeds.

The result was a flood of comments from viewers interacting with Jittri as if she were an actual influencer rather than a fictional character. Many dissected hidden clues, debated her legal arguments and even requested more episodes of her vlog.

The idea recognised that audiences weren’t just invested in the series’ story, they were invested in Jittree. By extending the character beyond the screen, the Netflix team successfully hyped the series into a wider pop-culture conversation, turning promotional content into something audiences genuinely wanted to watch, share and engage with.

Credits
Client: Netflix Thailand
Netflix Creative: Papaiporn Laipookhum, Poorich Kanjanapayak, Ruksaporn Pornkeeratikul, Karnchanit Posawat
Director: Komsan Yamchuen
Production House: Human.Human