Equinox and the LGBTQA Community Center have assigned new meanings to each letter in the alphabet in an effort to illuminate the many complex identities that take shape among the world’s 7 billion people. The almost 5-minute film, produced by Weiden + Kennedy New York, comes just in time for Pride Month.
Titled The LGBTQAlphabet, it features breathtaking choreography inside an open warehouse and an original instrumental composition by White Sea. Each letter is represented by a word like “Drag,” “Intersex,” “S&M,” and “Womxn,” with real voice-over commentary from real people tell the stories behind each word.
To support the campaign, Equinox launched the hashtag #PoweredByPride into the social media world. It's also the theme for their Pride parties in New York City, Los Angeles, Chicago, San Francisco, Washington DC, and Toronto. In addition, the brand made a donation to the LGBTQA Community Center.
Keep an eye out for shorter video clips that should start surfacing on social media soon. Each video clip is meant to spell out a word like “Love” and “Pride.” But first, watch the full video right here.