2021 Winner

CASE SUMMARY

INSIGHT
The D Cut follows an iconic queer hair salon fighting to stay open amid neighbourhood gentrification. D, hairdresser and local icon, believes everyone is just a cut away from living their best life and provides a safe space for queer cuts on a pay-what-you-can basis. When threatened with losing her communal home, she will learn that there is no shortcut to love or acceptance.

There are persisting beauty pressures more pronounced amongst LGBTQI+ and these are causes Dove is actively fighting against.

LGBTQI+ feel judged by their hair choices and unsafe when going to a hair salon, especially trans and lesbian women. Hair is a means of self-expression.

Everyone, LGBTQI+ alike, should be free to wear their hair their way without judgements.

EXECUTION
Over four days in November, Shaftesbury, a crew of 45 and a cast of 12 took over a bike shop in Toronto to film the Dove original series, The D Cut. Written by acclaimed playwright, Audrey Dwyer and Emmy and Multi-Canadian Screen Award winner, Wendy Litner.

Directed by Canadian Screen Award winner, D.W. Waterson. Inspired by the true story of Montreal artist J.J. Levine. The D Cut premiered June 26, 2020 on Crave; Canada’s premium streaming channel.

One-hundred percent of the cast are members of the LGBTQ2S+ community. Four of six top billed performers were persons of colour. The team had queer representation at every step in the creative process, including ideation, writing, direction, composing and editing.

RESULTS
Viewers 18-24 had an average view duration of 3:38, watching an average of 57.7% of episodes. Viewers 25-34 accounted for 45.8% of the total views on the trailer and episodes.

Credits

Christina Jennings, Executive Producer, Shaftesbury
Scott Garvie, Executive Producer,Shaftesbury
Kaaren Whitney-Vernon, Executive Producer, Shaftesbury
Kelly Mullen, Executive Producer, Unilever Entertainment
Giles Morrison, Executive Producer, Unilever Entertainment
Tal Riff, Production Executive, Shaftesbury
Davin Lengyel, Producer, Shaftesbury
Written and Developed by Audrey Dwyer & Wendy Litner
D.W. Waterson, Director