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Simple as ABC? W+K Unveil an LGBTQAlphabet

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W+K NY and Equinox collaborate with The LGBT Community Center to create LGBTQAlphabet: Six Letters Will Never Be Enough
Simple as ABC? W+K Unveil an LGBTQAlphabet
Equinox—the high performance lifestyle leader— today unveiled "LGBTQAlphabet: Six Letters Will Never Be Enough," a short film that expands the definition of "LGBTQA" into a full alphabet with 26 distinct opportunities to proudly communicate who you are and how you love.  Conceived as a continuation of Equinox's "Commit to Something" narrative, the work further explores the theme of identity addressed in the 2017 advertising campaign and reflects the incredible diversity of the LGBTQA community.

Developed in close collaboration with The LGBT Community Center, director Jordan Bahat, choreographer Andrew Winghart and Wieden + Kennedy New York, the film will roll out across Equinox social channels throughout June in celebration of Pride Month and reflects Equinox's ongoing commitment to the LGBTQA community. 


Woven into the piece are different voices, including friends of The Center, who, from "Ally" to "Ze | Zir" authentically share the words that most meaningfully define who they are as individuals in the LGBTQA community—and citizens of the world.  


"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 colour, variation and realness inherent in one's identity," said Elizabeth Nolan, Executive Creative Director at Equinox. "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.  With the help of The Center, we were able to bring this vision to life in a way that feels simultaneously brave, authentic and celebratory."


The film, intended to evolve the definition of the term "LGBTQA" and inspire conversation, features a series of interpretive dance vignettes, each corresponding to a word associated with LGBTQA identity.


"It's critically important to our culture that we boldly acknowledge and celebrate the ways in which each of us is unique. One of the ways we can do that is through representation in creative projects like this film," said Jordan Bahat, who directed "LGBTQAlphabet: Six Letters Will Never Be Enough."  "I'm especially grateful to The Center – and to the people who spoke with me in our audio interviews. Those conversations were disarmingly honest and beautiful and, proudly, that spirit is on full display in this film."


"The Center is proud to partner with Equinox once again this year for Pride in celebration of the wonderfully intersectional and diverse community we serve," said Glennda Testone, Executive Director of The Lesbian, Gay, Bisexual & Transgender Community Center. "Our community's deepest expressions of identity are perfectly positioned to shine through in this campaign, and we applaud Equinox for being inclusive of the many unique voices that make our community—and our country—so vibrant." 


In order to extend the celebration throughout Pride Month and further encourage self-expression, Equinox will hold #POWEREDBYPRIDE party events in cities across its portfolio, including New York, Los Angeles, San Francisco, Chicago, Washington, D.C., Toronto and Chicago. Equinox members will also have the opportunity to participate in a special Pride edition of the fitness club's popular Hip-Hop Yoga class.

The letters featured in the film include:

A – Ally

B - Bisexual  

C - Coming out

D - Drag

E – Exhibitionist

F - Femme

G - Gay

H - Heteroflexibile

I - Intersex

J - Justified

K - Kink

L - Lesbian

M - Masc

N - Non-binary

O - Out

P - Pansexual

Q - Queer

R - Real

S - S & M  

T - Trans

U – Undecided

V - Vogue

W - WomxFn

X - Xtravagant

Y - You

Z - Ze | Zir


A donation was made to The Center in thanks for their partnership in the making of this film.
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Client

Advertiser: Equinox

Creative Director: Elizabeth Nolan (Executive)

Senior Manager, Global Creative: Gisela Delgado,

Social: Shanna Carpenter (director)

VP of Marketing: Carla Dunham

Post Production / VFX

Colourist: Fergus McCall

Flame: Joseph Grosso

Post Production Company: The Mill

Senior Producer: Yoko Lytle, Natalie Westerfield (The Mill)

VFX: Jogger Studios New York

Visual Effects: Skylab 5

Visual Effects Artist: Mark Thompson

Print / OOH

Agent: Arthouse, Natalie Frenkel

Photographer: Mackenzie Duncan

Retoucher: Nick Leadlay

Creative Agency

Account Management: Casey Jennings, Samantha Wagner, Jasmine Cogdell, Lee Ford

Art Director: Jessica Shriftman

Art Directors: Deb Rosen (director)

Business Affairs: Patrick O’Donoghue , Lindsey Timko, Carla Curry

Content Supervisor: Sonia Bisono

Copywriter: Ian Hart

Creative Agency: Wieden Kennedy New York

Designer: Alison Joseph

Director: Neil Sawhney (Associate Media)

Executive Creative Director: Karl Lieberman

Head of Integrated Production: Nick Setounski

Strategic Planner: Aya Watanabe

Strategy: Matt Simpson (Content)

Strategy Director: Brandon Thornton

Production Company

Casting Director: David Kang Casting

Choreographer: Andrew Winghart

Concept Artists: Will Johnston, Lilly Leithner,

Director: Jordan Bahat

DOP: Michael Gioulakis

Executive Producer: Michael Sagol, Jasper Thomlinson, Kim Dellara, Adrianne McCurrach

Hair and Make Up: Georgina Hamed/ Rene Cortez (Hair)

Head of Production: Casey Wooden

Producer: Cary Gillespie

Production Company: Caviar

Production Designer: Daniel Smith

Stylist: Julie Brooke Williams

Music

Artist: White Sea

Mix: Paul Weiss

Producer: Justine Cortale

Song: Original Composition

Sound Mix: Sonic Union

Offline

Edit Assistant: Nicole Berg

Edit Company: Cut + Run

Editor: Stacy Peterson

Senior Producer: Eytan Gutman

Categories: Health care, Beauty & Health

Wieden+Kennedy New York, Tue, 06 Jun 2017 14:17:53 GMT