One Thousand Casmurros

The product: Capitu, a 5-episode miniseries based on Dom Casmurro, a classic of Brazilian literature.

The problem: Generate interest and anticipation among a young audience used to BitTorrent and YouTube.

The solution: Through a series of focus groups with “cultural betas” (influential people for this demographic), we found out that their only major restriction to watching TV was the average production quality. This way, we decided to create a digital platform through which people could engage with Machado de Assis’ original text – a book most were forced to read during high school – and have a feel for the production values of the miniseries.