Equinox—the high performance lifestyle company and W+K have collaborated to create LGBTQAlphabet: Six Letters Will Never Be Enough,” a short film that expands the definition of “LGBTQA” into a full alphabet with 26 distinct opportunities communicate who you are and how you love.
In close collaboration with The LGBT Community Center, director Jordan Bahat, choreographer Andrew Winghart and Wieden + Kennedy New York, the campaign is a continuation of Equinox’s “Commit to Something” narrative. The work also explores the theme of identity addressed in the 2017 advertising campaign and reflects the incredible diversity of the LGBTQA community.
The film aims 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.
“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, 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. 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.
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.
ADVERTISER
VP OF MARKETING: Carla Dunham
SOCIAL: Shanna Carpenter (director)
SENIOR MANAGER, GLOBAL CREATIVE: Gisela Delgado,
CREATIVE DIRECTOR: Elizabeth Nolan (Executive)
ADVERTISER: Equinox
CREATIVE AGENCY
STRATEGY DIRECTOR: Brandon Thornton
STRATEGY: Matt Simpson (Content)
STRATEGIC PLANNER: Aya Watanabe
PROJECT MANAGER: Kristin Daly
HEAD OF INTEGRATED PRODUCTION: Nick Setounski
EXECUTIVE CREATIVE DIRECTOR: Karl Lieberman
DIRECTOR: Neil Sawhney (Associate Media)
DESIGNER: Alison Joseph
CREATIVE DIRECTOR: John Parker, Sean McLaughlin
CREATIVE AGENCY: Wieden Kennedy New York
COPYWRITER: Ian Hart
CONTENT SUPERVISOR: Sonia Bisono
BUSINESS AFFAIRS: Patrick O’Donoghue , Lindsey Timko, Carla Curry
ART DIRECTORS: Deb Rosen (director)
ART DIRECTOR: Jessica Shriftman
ACCOUNT MANAGEMENT: Casey Jennings, Samantha Wagner, Jasmine Cogdell, Lee Ford
MUSIC AND SOUND
SOUND MIX: Sonic Union
SONG: Original Composition
PRODUCER: Justine Cortale
MIX: Paul Weiss
ARTIST: White Sea
OFFLINE
SENIOR PRODUCER: Eytan Gutman
EDITOR: Stacy Peterson
EDIT COMPANY: Cut + Run
EDIT ASSISTANT: Nicole Berg
POST PRODUCTION / VFX
VISUAL EFFECTS ARTIST: Mark Thompson
VISUAL EFFECTS: Skylab 5
VFX: Jogger Studios New York
SENIOR PRODUCER: Yoko Lytle, Natalie Westerfield (The Mill)
POST PRODUCTION HOUSE: The Mill
FLAME: Joseph Grosso
COLOURIST: Fergus McCall
PRINT / OOH
RETOUCHER: Nick Leadlay
PHOTOGRAPHER: Mackenzie Duncan
AGENT: Arthouse, Natalie Frenkel
PRODUCTION COMPANY
STYLIST: Julie Brooke Williams
PRODUCTION DESIGNER: Daniel Smith
PRODUCTION COMPANY: Caviar
PRODUCER: Cary Gillespie
HEAD OF PRODUCTION: Casey Wooden
HAIR AND MAKE UP: Georgina Hamed/ Rene Cortez (Hair)
EXECUTIVE PRODUCER: Michael Sagol, Jasper Thomlinson, Kim Dellara, Adrianne McCurrach
DOP: Michael Gioulakis
DIRECTOR: Jordan Bahat
CONCEPT ARTISTS: Will Johnston, Lilly Leithner,
CHOREOGRAPHER: Andrew Winghart
CASTING DIRECTOR: David Kang Casting
ACTORS: Allaune Blegbo, Derrick Butler, Tasha Crudup, Daphne Von Rey
