Equinox 'Expands' the Definition of 'LGBTQA' With This Artsy Dance Film (and 20 More Letters)
Fitness Brand and W&K New York Introduce the LGBTQAlphabet
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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.
Credits
- Date
- Jun 05, 2017
- Brand :
- Equinox
- Client :
- Equinox
- Agency :
- Wieden & Kennedy - New York
- Executive Creative Director :
- Karl Lieberman
- Creative Director :
- John Parker
- Creative Director :
- Sean McLaughlin
- Copywriter :
- Ian Hart
- Art Director :
- Jessica Shriftman
- Designer :
- Alison Joseph
- Head of Integrated Production :
- Nick Setounski
- Director, Art Production :
- Deb Rosen
- Producer :
- Deb Rosen
- Account Team :
- Casey Jennings
- Account Team :
- Samantha Wagner
- Account Team :
- Jasmine Cogdell
- Account Team :
- Lee Ford
- Project Manager :
- Kristin Daly
- Business Affairs :
- Patrick O'Donoghue
- Business Affairs :
- Lindsey Timko
- Business Affairs :
- Carla Curry
- Traffic Supervisor :
- Sonia Bisono
- Associate Media Director :
- Neil Sawhney
- Content Strategist :
- Matt Simpson
- Brand Strategy :
- Brandon Thornton
- Strategic Planner :
- Aya Watanabe
- Production Company :
- Caviar
- Director :
- Jordan Bahat
- Choreographer :
- Andrew Winghart
- Cinematographer :
- Michael Gioulakis
- Production Designer :
- Daniel Smith
- Casting :
- David Kang Casting
- Styling :
- Julie Brooke Williams
- Makeup :
- Georgina Hamed
- Hair :
- Rene Cortez
- Executive Producer :
- Michael Sagol
- Executive Producer :
- Jasper Thomlinson
- Executive Producer :
- Kim Dellara
- Executive Producer :
- Adrianne McCurrach
- Producer :
- Cary Gillespie
- Head of Production :
- Casey Wooden
- Performer :
- Allaune Blegbo
- Performer :
- Derrick Butler
- Performer :
- Tasha Crudup
- Performer :
- Will Johnston
- Performer :
- Lilly Leithner
- Performer :
- Julio Marcelino
- Performer :
- Daphne Von Rey
- Editorial Company :
- Cut + Run
- Editor :
- Stacy Peterson
- Senior Producer :
- Eytan Gutman
- Editorial Assistant :
- Nicole Berg
- Visual Effects Company :
- Jogger Studios
- Visual Effects Flame Artist :
- Joseph Grosso
- Senior Producer :
- Yoko Lytle
- Telecine Company :
- The Mill
- Colorist :
- Fergus McCall
- Senior Producer :
- Natalie Westerfield
- Graphics :
- Skylab
- Graphic Effects Artist :
- Mark Thompson
- Mix Company :
- Sonic Union
- Mixer :
- Paul Weiss
- Producer :
- Justine Cortale
- Song :
- Original Composition
- Artist :
- White Sea
- Photographer :
- Mackenzie Duncan
- Photographer Agent :
- Arthouse
- Photographer Agent :
- Natalie Frenkel
- Retoucher :
- Nick Leadlay
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