Before YouTube existed, the only way to see hot rod and custom car images was in magazines. Although Pat Ganahl created a “video magazine” sold on VHS tapes, there was nothing else like it until Piero De Luca’s created “The Mad Fabricators Society.” In the early 90’s, working as a video editor, Piero came up with the idea of filming the car scene he loved. Back then, the next-gen retro “hot rod” scene was booming. This bunch of kids was way wilder than older hot rodders.  Piero’s filming and editing style drew from his youthful influences like emerging skate and music videos.

Piero successfully launched the DVD “Mad Fabricators Society Volume One” in 2004. He offered DVDs, Music CDs, and other merch promoting his “one-man show.”  He generated publicity by creating his own website, using message boards, magazine coverage, and word of mouth. The series continued on DVD with “worldwide” coverage until streaming services became platform of choice. For 20 years Piero has been collaborating with artists like Von Franco for “The Car That Ate My Brain,” George Barris and others.  

In addition to TMFS, Piero shoots/edits for many clients including Stromberg Carburetors, Baileigh Tools, Midwest Speed & Power, and Walden Speed Shop. Recently he launched Mad Fabricators TV on YouTube to showcase his work and he is currently deep into building a clone of Ed “Big Daddy” Roth’s Tweedy Pie hot rod.