The streaming market has become murderously competitive, but UK production company Stink has solved the case of how to promote a detective show in an original way. For True Detective: Night Country, the fourth season of the enigmatic series (screening on Now TV in the UK), Stink created a poster with a difference. As the story takes place in Alaska, the poster shows eight scientists silhouetted against a harsh landscape. When night falls, the figures slowly disappear. The vanishing trick is thanks to the poster’s light-sensitive photochromatic ink. The campaign also uses other devices to reveal the plot, including lenticular panels. How does the show end? For the time being, we haven’t a clue.