This October marks the 30th anniversary of NewFest, New York’s LGBT Film Festival. Over the course of one week, the event will screen a selection of ground-breaking and inspiring LGBTQ+ films.
In partnership with NewFest, a creative campaign has been produced by advertising & marketing agency Ogilvy that shares the stories that have been told at the film festival over the last 30 years. The campaign titled, “Lose Yourself. Find Yourself” demonstrates no matter how someone identifies, they can see a part of themselves represented in LGBTQ+ films.
The creative campaign showcases a series of portraits treated with a fluid iridescent film. The campaign demonstrates the idea that sexuality, ethnicity, and every other signifier used for identification is in a state of flux and can be seen differently from a variety of perspectives.
Greg Lanway, Art Director at Ogilvy, said that the team wanted to stay away from obvious visuals such as rainbows, half-naked men, and drag queens. “I wanted to use an iridescent film to represent the concept of ever-changing identity. By definition, iridescent means luminous colors that change when seen from different angles,” Lanway said.
Too often Hollywood turns gay stories into tragedies. Mostly by and for gay white men. As a gay Latino, I wanted to show that there’s more out there. Women have stories, queer people of color have stories, and they’re not all sad stories. With our campaign, we wanted to show the world that in New York, there’s a story for everyone.
With over 140 films from 32 countries, the line-up for 2018’s NewFest is packed to the brim with stories and voices from the LGBTQ+ community. The festival will kick off on Wednesday, October 24 with the New York premiere of ‘1985’.
Other films to screen include ‘Boy Erased’, South Africa’s ‘Canary’, and Kenya’s ‘Rafiki’, which recently hit the headlines for being originally banned in its home country for its depiction of two women in love. Documentary ‘Dykes, Camera, Action!’ will also screen.
“This year’s slate of films, from anniversary screenings to the powerful lineup of contemporary cinema from international and domestic filmmakers, serves as a beacon of representation along our journey from the AIDS crisis in the 80’s to the current geo-political challenges,” said Robert Kushner, NewFest Executive Director.
With 140+ films coming from 32 countries, and 60% of the Festival’s content by and about underrepresented voices, this year’s festival has us looking forward to the next 30 years where full representation and acceptance of our community is commonplace.
Earlier this year, GLAAD released their annual Studio Responsibility Index (SRI) which found that the number of films released by the big studios that featured LGBTQ+ characters was down by 18 per cent. Across 2017, only 14 films featured LGBTQ+ representation.
Take a look at some of the images from Ogilvy and NewFest’s collaboration below.