Director Lucas Dabrowski uses Emotive Brush with Breast Cancer Awareness PSA
Lucas Dabrowski’s career is a testament to the transformative power of storytelling. As an industry leading Canadian Director, he is an artist whose narratives bridge gaps, whether between urban and rural, the screen and real life, or brand and consumer. Dabrowski uses his platform to tell stories that matter and contribute to a more empathetic and connected world, evident with his work on his award-winning film Faded, Not Yet Gone and the celebrated Ford “Know Your Mechanic” campaign.
Dabrowski’s cinematic journey is punctuated by a string of accolades that underscore his mastery in the art of storytelling. His creative prowess first garnered international attention at the 2015 Cannes Young Lions, where he clinched the Bronze for Film. A testament to his evolving genius, Dabrowski returned to Cannes in 2018, this time securing the coveted Gold at the Young Lions competition. In 2021, his impact resonated on a national scale, earning him Silver at the Canadian Marketing Awards for Engagement Health Care and the Canada Post Integrated Marketing Award, both attributed to the emotionally charged “Because Someone Gave” campaign for SickKids. The success continued in 2022 with the Best Shorts Competition, where his film “Faded, Not Yet Gone” earned the prestigious Award of Special Merit. Dabrowski’s commitment to meaningful storytelling reached new heights in 2023, with his Breast Cancer Canada PSA shortlisted at The One Show Awards in the Health category, reaffirming his standing as a luminary in the world of impactful filmmaking.
“The most rewarding thing to me is the impact my work has on people – not only those who are involved but just regular viewers. On those more meaningful and emotional stories I get to tell, often I’ll hear back from the subject and they’ll thank me for bringing their story to light and how beneficial the whole experience has been for them. I think that’s pretty cool, that through telling a story you’re able to inspire and uplift not only those in the story but the audience as well. It’s really all you can ask for as a filmmaker,” says Dabrowski.
Lucas Dabrowski, known for his emotive storytelling, embarked on a profoundly impactful project with the Breast Cancer Canada PSA, titled Know More. Collaborating with 123W Creative Agency, Dabrowski demonstrated his ability to transcend the conventional boundaries of commercial work, infusing the campaign with a depth that resonates on a deeply human level.
“Simply put, breast cancer touches more and more families, so it’s important to keep research going towards a cure. The therapies that the research is developing has already saved lives and will continue to do so. There is a sentiment that without a full on cure, cancer research isn’t all that valuable. But what BCC and this PSA wanted to show is even without a full cure, they are developing therapies to make a real world impact and help save lives,” he says.
The crux of the campaign revolves around the powerful idea that knowledge can be a potent weapon against breast cancer. Dabrowski approached the project with a commitment to authenticity and empathy. The extensive pre-production process involved delving into the lives of breast cancer survivors and patients, a task that demanded a delicate and tactful directing style.
The resulting PSA is a series of poignant vignettes that implore viewers to “know more” through research or say “no more” to the devastating impact of breast cancer. Dabrowski’s role as a director involved guiding both real cancer patients and actors, a task that required a nuanced understanding of the emotional toll such subject matter carries.
“This process was sometimes emotional as we’d go from interviewing a breast cancer survivor with a success story, to jumping on another zoom call with a current breast cancer patient who is very ill in the depths of the disease. Sometimes this contrast would be too much for me and I’d need a moment to collect myself before I could interview properly. It goes without saying, we all knew the process would be heavy at times but required to make this project a success,” he describes.
The emotionally charged interviews and the hybrid cast of real people and actors contribute to the authenticity that permeates the campaign. Distributed widely through TV broadcasts, online videos, and cinema, the PSA garnered significant attention and was shortlisted at the prestigious One Show Awards in 2023 for the Health Category in Branding and Design.
Dabrowski’s visual palette, coupled with the use of 35mm motion picture film, not only brought a human and organic feel to the campaign but also elevated it to a visually striking and emotionally resonant piece. The success of the project, measured not just in terms of viewership but also in its impact on breast cancer awareness and research funding, adds another layer of accomplishment to Dabrowski’s illustrious career.
Photo 1: Cinematographer John Ker filming a real cancer survivor.
Photo 2: Creative Director Addie Gillespie (left) with Director Lucas Dabrowski (right) reviewing a shot on a hospital set.
