W+K NY and Equinox collaborate with The LGBT Community Center to create LGBTQAlphabet: Six Letters Will Never Be Enough
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.
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
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
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)