Equinox steps out for Pride Month with a new short film meant to celebrate the LGBTQA community.
The five-minute film, "LGBTQAlphabet: Six Letters Will Never Be Enough," asserting that "LGBTQA" isn't enough to properly describe those in the Pride community. As a start, it offers up the rest of the letters of the alphabet -- like "D" for "drag," "I" for "intersex," and "V" for "vogue" -- depicted in a series of interpretive dances.
For each, letter, the dancers perform and speak about their experiences of pushing the boundaries of identity and the ability to find comfort with one's own body. The fitness chain worked with its agency Wieden & Kennedy New York and the LGBT Community Center on the film, which will be pushed out via social channels in June.
"We've spent the past few years pushing deeper into the notion that 'what you commit to is who you are,' and this film is a through-line for us, empowering viewers to find their own ways of expressing all the color, variation and realness inherent in one's identity," said Elizabeth Nolan, exec-creative director at Equinox in a statement. "Equinox has always empowered the community to be proud and unapologetic about who they are, but this year, we wanted to make an even more meaningful contribution to a cultural dialogue that is being written before our eyes."
In previous years, Equinox has supported Pride Month through celebrations, murals and donations to charity, but the new video is a first for the brand. Jordan Bahat directed the film, and Andrew Winghart choreographed.