Story created by Walcyr Carrasco and Claudia Souto combines production technology, classic melodrama, and audience engagement.
During Mipcom in Cannes, Globo presents To Love is To Care to the international market, its newest Super Drama that has been winning over audiences in Brazilian primetime through a narrative combining passion, revenge, and overcoming adversity.
Alongside hits such as Racing Heart and Three Graces, the title reinforces Globo’s strategy of investing in large-scale emotional stories capable of generating engagement beyond the screen and connecting with diverse audiences.
“Super Dramas represent the best of the Brazilian telenovela tradition combined with Globo’s production excellence. They are stories that touch hearts, spark conversations across different generations, and create deep connections with the audience, far beyond each episode. To Love is To Care brings together all these elements: a strong female lead, a great love story, a mystery that grips the audience, and universal themes that cross borders. It is exactly the kind of narrative with the potential to engage viewers anywhere in the world,” explains Angela Colla, Head of International Business at Globo.
Created and written by Walcyr Carrasco (International Emmy winner for Hidden Truths) and Claudia Souto, with artistic direction by Amora Mautner, To Love is To Care is a Super Drama that follows the transformation of Adriana (Leticia Colin), a woman who, faced with irreplaceable losses, discovers the strength to start over, driven by a deep thirst for justice. The story features an urban, contemporary plot that dialogues directly with classic melodrama, betting on heightened emotions, twists, and turns.
“Adriana is not a fragile heroine, but an empowered woman, capable of standing up for herself and her loved ones. The telenovela features a great love story between Adriana and Pedro, and a major mystery, as we will have a ‘who done it?’,” highlights Walcyr Carrasco. “She is a woman of the people, who fought hard for everything she achieved. She has healing in her hands, not only because of her profession, but because she truly cares, embraces, welcomes, and is always offering comfort to someone. And a great injustice shatters this woman’s life, as, beyond taking away her freedom, it separates her from her great love, Pedro,” adds Claudia Souto.
The starting point that triggers a major turning point in the protagonist’s life is a devastating flood right in the first episode. To bring this crucial moment of the narrative to life, Estúdios Globo executed a large-scale operation during the filming of the scene. The production, which mobilized around 270 professionals, combined special effects (FX), digital visual effects (VFX), and virtual production using high-resolution LED panels. Filming involved distinct stages across location shoots in São Paulo and Rio de Janeiro, including the studio lot at Estúdios Globo and the use of a 13,000-square-meter artificial lake.
The strength of To Love is To Care can already be observed in its performance in Brazil. In its first 12 weeks, the broadcast of To Love is To Care reached over 119 million Brazilians. Digital engagement mirrored this success: the hashtag #QuemAmaCuida spent over 13 hours among Worldwide Trending Topics and 97 hours in Brazil’s Trending Topics, while interest in the storyline generated more than 139,000 Google searches since its premiere.
In addition to To Love is To Care, Globo is also taking the Super Dramas Racing Heart and Three Graces to Mipcom, plots that reached 138 and 146 million Brazilians, respectively.
