Lukas's Film: Better to Look Authentic Than Perfect
Zurich-based commercial filmmaker Lukas Gähwiler is refining Lukas Film’s positioning. The focus is on authentic commercials featuring real people—created using documentary techniques rather than pre-packaged advertising concepts.
The video market is undergoing a transformation: Companies are increasingly producing their own content, and AI is fundamentally changing production processes. For Zurich-based commercial filmmaker Lukas Gähwiler, this was an opportunity to reevaluate and refine Lukas Film’s positioning—with a clear commitment to authenticity.
Lukas Film Positioning: Real Instead of Perfect
Under the motto «Promotional videos for companies that prefer to come across as authentic rather than perfect,» Gähwiler works with companies and organizations to develop ideas for their communication and brings them to life using documentary techniques. He follows people in their day-to-day work, conducts interviews, and develops the story based on what he discovers along the way. The goal is to create films and content that can be used across various formats and channels.
«I’m interested in people who have a story to tell and situations that weren’t created specifically for the camera. I observe, listen, and weave a story from what I see and hear,» says Gähwiler.
Methodology: Observe, listen, synthesize
At the heart of this approach is the methodology: Gähwiler accompanies people in real-life situations from their everyday work, rather than staging scenes for the camera. Ideas, interviews, and stories emerge from what actually exists—not from what advertising logic dictates. The result is content that, according to the company, comes across as authentic while also being suitable for use across various channels and formats.
Thorough refinement based on industry discussions
The refined positioning was developed as part of a CAS in Marketing Strategy program at the HWZ Zurich University of Applied Sciences. Among other things, it was based on more than a dozen interviews with clients and industry representatives. Gähwiler emphasizes that this is not a change in direction, but rather a focus on what has set Lukas Film apart for years.
This new focus is evident in a new showreel as well as Lukas Film's redesigned website.
