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

Published on

Editor's Pick

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.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Jun 05, 2017
Agency:
Wieden & Kennedy New York
Client:
Equinox
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 of 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 Director:
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
Make Up:
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
VFX Company:
Jogger Studios
VFX Flame Artist:
Joseph Grosso
Senior Producer:
Yoko Lytle
Telecine Company:
The Mill
Colorist:
Fergus McCall
Senior Producer:
Natalie Westerfield
GFX Company:
Skylab
GFX 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

See more credits

Category
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age