Marcella Rica Debuts as Director of Brazil’s First Vertical Horror Series and Talks Innovation and Female Representation

• Giovanna Antonelli plays a police officer in new film and talks about the strength of her characters: ‘The public feels the truth’
• Flávia Alessandra talks about menopause, self-esteem and freedom after 50: ‘Today I feel more in control of myself’

The debut in dramaturgy took place brilliantly, with a vertical Brazilian horror soap opera, called “Chamado na Madrugada”, a format designed to be consumed on mobile phones.

“For the last six years I have dedicated myself to directing in different formats… but this is my debut in this format. It was an invitation that I received from Bianca Comparato and it came at the best possible time. This desire to direct and produce dramaturgy is old and has become more and more latent,” he tells GLOBO.

According to Marcella, she sees vertical serials as another avenue for artistic expression. “It’s another format and another vehicle, which means more possibilities and employment opportunities for all of us in the market. We have been consuming dramaturgy since ancient Greece, so whether on stage, on television, on the computer, in the cinema or on the mobile phone, it continues to be a dramaturgy of the past, present and future, in all formats and in all places”, he emphasizes.

To deepen her knowledge, Marcella began actively consuming vertical content, studying retention logic and platform strategy. “It is important to follow what is being done here and abroad, to research, to study the learning curve, the successes, the failures and the cases that already exist. And there is a whole tech strategy to impact this audience, a retention logic, which is fundamental in this format,” he explains.

The difference between a vertical soap opera and a traditional soap opera goes beyond screen format. The short chapters, typically between 60 seconds and 3 minutes, and the fragmented narrative create hooks that maintain audience interest.

“I would say it’s like watching a movie divided into small scenes… each of them ends with a cliffhanger that takes you to the next chapter. The total length is reminiscent of a feature film, but the narrative structure is more novelistic: more dialogue, everyday themes… It’s a format designed to be consumed quickly, continuously and to arouse curiosity,” explains Marcella.

The actress’ experience naturally led her to creative leadership. From a very young age, she observed the decor with curiosity and interest at all stages of production. “I always liked to see the big picture… After my film studies, I started to become a director and I went further and fell in love with it. But I think the most decisive thing was the desire to have more stability and more control over the narrative,” he observes.

At the helm of Rica Conteúdo, Marcella took on a historically male market and conquered the space as a woman and CEO.

“I think I started to understand myself as an artist when it came to occupying spaces and imposing my limits as an actress. I was lucky enough to start directing at a time when the market was looking for more diversity and female leadership. I have always chosen the professionals who work with me very carefully. And being able to choose changes everything, so producing was a big turning point for me. Being able to generate opportunities, create a support network and a healthy work environment, of admiration and mutual respect,” she comments.

For her, female representation in leadership is essential. “There is no other way to transform a society shaped by men, sexist, misogynistic, prejudiced and with giant structural gaps. Having women in leadership spaces is the first step towards a more just, inclusive and representative society. It is being able to finally tell our stories, give a voice to thousands of other women, provoke reflections and open dialogues that bring real changes, break patterns and create new references,” he emphasizes.

Marcella also shares her personal experience in an authentic way. Concerning sexual orientation, he recalls the challenges of not exposing oneself publicly.

“A lot of people told me for many years that it wasn’t an option to have a public life as an actress and also have a public relationship with a woman… Gaining financial independence gave me a voice and courage. And taking control of my own narrative, the freedom to love, to be, to breathe in peace everywhere, was one of the most beautiful and important things that ever happened to me,” she reports.

Today, in a more discreet relationship with actress Natália Rosa, Marcella reveals that maintaining privacy is a conscious choice: “We mature and priorities change… It’s good to have a public life and not necessarily be overexposed all the time.”

The artist recognizes his social responsibility. “Whatever the moment in life, I know the importance of representation and open space to talk about diversity, the issues that permeate my life and that of other women who follow me… It is important to plant love, always. Talk about love. There are a lot of people who talk about hatred, those who talk about love need to multiply,” he emphasizes.

When it comes to advice for women who want to create, lead and produce, Marcella is emphatic: “When you conquer and pull others with you, that’s how we transform environments, shape narratives, conquer spaces and creative freedom to tell our stories and express our vision.”

For Marcella, what motivates every choice, on or off camera, is the same force: impacting lives, generating transformation and opening paths.