Equinox Extends LGBTQA from A to Z With a New Alphabet for Pride Month

Thinking in spectrums, not clusters

Headshot of Angela Natividad

It’s Pride Month! And every year, around this time, a certain kind of pundit hops on a soapbox to complain about how the term “LGBTQA” just keeps getting longer, and isn’t that just ludicrous? 

Actually, it isn’t. In fact, it’s not nearly long enough. And a campaign from Wieden + Kennedy New York highlights why.

For Equinox and the LGBTQA Community Center, the agency has produced “The LGBTQAlphabet,” whose chill and choreographed film goes down the list of not six letters but 26. The goal is to show that a handful of labels isn’t remotely sufficient to encompass the complex identities of the world’s 7 billion people.

“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,” says Glennda Testone, executive director of the LGBTQA 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.”

The film features real voices that explain each letter’s definition, and what it means for them. Included among them are “Womxn,” “Heteroflexible,” “Intersex” and “You.”

What we come to understand is that sex, gender and love are spectrums as wide as we are at any given moment in time. And LGBTQA doesn’t just represent a few; it’s a celebration of all of us—our individual right to be complex sexual beings, and even to evolve.

The result is instructive, and one of the rare pieces that leaves us feeling the many possibilities brimming in ourselves. It’s for this reason that supporting Pride is so important.

The work was choreographed by Andrew Winghart and directed by Jordan Bahat, who says, “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.”

He also gives a shout-out to the diversity of people he spoke to. “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 film went live on Equinox’s social channels on Monday. It will be supported by short versions that spell out words like “Love” and “Pride,” designed to be shared.

“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 the color, variation and realness inherent in one’s identity,” adds 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.”

To encourage self-expression and extend the campaign’s scope through Pride Month, Equinox is holding #POWEREDBYPRIDE themed parties in multiple cities, including New York, Los Angeles, San Francisco, Chicago, Washington, D.C., and Toronto. The fitness brand will also host Pride editions of its Hip-Hop Yoga Class for existing Equinox members.

As a tribute to the collaboration, Equinox also made a donation to the LGBTQA Community Center.

Below, the letters and accompanying words that appear in the film. Which resonates with you? Don’t worry—answers can be multiple-choice.

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 – Womxn
X – Xtravagant
Y – You
Z – Ze | Zir

Client: Equinox
Project: EQX Pride – LGBTQAlphabet
Format: Digital, Social, In Club (windows/displays), Video
Carla Dunham, VP Brand Marketing
Elizabeth Nolan, Executive Creative Director
Shanna Carpenter, Director, Social Media
Gisela Delgado, Senior Manager, Studio Services

Agency: Wieden + Kennedy New York
Executive Creative Director: Karl Lieberman
Creative Directors: John Parker, Sean McLaughlin
Copywriter: Ian Hart
Art Director: Jessica Shriftman
Designer: Alison Joseph
Head of Integrated Production: Nick Setounski
Director of Art Production / Producer: Deb Rosen
Account Team: Casey Jennings, Samantha Wagner, Jasmine Cogdell, Lee Ford
Project Manager: Kristin Daly
Business Affairs: Patrick O’Donoghue , Lindsey Timko, 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


Allaune Blegbo
Derrick Butler
Tasha Crudup
Will Johnston
Lilly Leithner
Julio Marcelino
Daphne Von Rey

Editorial Company: Cut + Run
Editor: Stacy Peterson
Senior Producer: Eytan Gutman
Editorial Assistant: Nicole Berg

VFX Company: Jogger Studios New York
VFX Flame Artist/Visual Effects: Joseph Grosso
Senior Producer: Yoko Lytle

Telecine Company: The Mill
Colorist: Fergus McCall
Senior Producer: Natalie Westerfield

GFX Company: Skylab 5
GFX Artist: Mark Thompson

Mix Company: Sonic Union
Mixer: Paul Weiss
Producer: Justine Cortale

Song: Original Composition
Artist: White Sea

Photographer: Mackenzie Duncan
Photographer’s Agent: Arthouse, Natalie Frenkel
Retoucher: Nick Leadlay

@luckthelady angela.natividad@gmail.com Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.