Renowned Director Lucas Dabrowski teaches Ford customers to “Know Your Mechanic”

In the realm of modern filmmakers, Lucas Dabrowski stands out as a luminary whose work transcends traditional boundaries, weaving narratives that resonate with the human experience. His cinematic journey is a tapestry of emotion, authenticity, and societal impact that has left an indelible mark on both audiences and the industry.

“When I look back to a young age, entertaining people or creating stories was something I would always obsess over. As young as I could remember, I would have my parents’ video camera in my hands, trying to document and create something to share. During my teen years, I was always the kid with the camera around high school or filming lo-fi movies with my friends,” recalled Dabrowski.

Dabrowski’s career burgeoned from humble beginnings, his storytelling acumen honed in the rural landscapes that inspired his earliest creations. The cinematic landscape changed forever with the release of Faded, Not Yet Gone, a short film that showcased not only Dabrowski’s directorial finesse but also his prowess as a storyteller and producer. The film’s exploration of rural life became a touchstone for Dabrowski’s distinctive style — a blend of breathtaking visuals, nuanced characters, and narratives that delve into the complexities of the human condition.

Dabrowski’s storytelling prowess extends seamlessly into the commercial realm, as exemplified by his work on Ford’s “Know Your Mechanic” campaign. Collaborating with GTB & Ford, Dabrowski embarked on a mission to humanize the brand’s service departments and mechanics.

The foundation of the campaign lies in showcasing the human side of the technicians, effectively bridging the gap between customers and the individuals working on their vehicles. Dabrowski’s meticulous attention to detail and his ability to extract compelling stories from real people played a pivotal role in the success of this project.

“I knew I was the right guy for the job. I was able to take these normal people with real jobs and tell their stories with a little bit of polish and cinematic realness,” said Dabrowski. “Working with real people can often be tough but where I excel at is getting the most out of them and enabling people to be better storytellers than they thought they could be. And I’m a firm believer if the likeability and storytelling of the real people isn’t there, the project is going to fall flat.”

The pre-production process was thorough, ensuring the casting of mechanics who could authentically represent the everyday heroes behind the Ford brand. Dabrowski went beyond the dealership setting, capturing the personal lives of the mechanics, which added a grounding sense of humanity to the campaign.

The commercials, strategically distributed on TV, online platforms, and social media, contributed significantly to a 12% rise in service work and a 19% rise in customer retention at Ford dealerships in regions where the campaign was aired. Dabrowski’s work not only elevated the brand but also empowered the real people behind the Ford service mechanics, showcasing the profound impact of storytelling in the commercial realm.

“The best part of this project was knowing that it empowered the people who’s stories we told. For a couple of the mechanics they were admittedly shy by nature and weren’t sure they could tell their stories. It was cool to see that I helped them out of their shell and gave them a boost of confidence. It was also cool to see that our storytelling actually had measurable impact for the brand,” he concluded.

Dabrowski’s ability to tell emotionally resonant stories extends seamlessly from short films to impactful PSAs and commercial campaigns. His work not only captivates audiences but also leaves a lasting impression, solidifying his place as a versatile and dynamic director in the world of visual storytelling. Keep an eye out for some of his upcoming work, including Subway’s “Yesway” commercial campaign and his most recent film about bull riding, Untouchable.

Photo: Director Lucas Dabrowski speaks with mechanic on set of Ford “Know Your Mechanic” commercial shoot

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