Kevin Kremer

My Life is Not a Porn Movie

branding, identity, strategy


My Life is Not a Porn Movie (2019)


Taking it to the streets. Literally.


This is the documentation of an instantaneous response to an unexpected event. I woke up to an Instagram campaign by the British Film Institute using stigmatized imagery to promote their services and events. Together with the help of a friend I put together a statement voicing my concerns. After that, we took it to the streets!

For the native experience please see my story highlights on Instagram here.


The statement in full:

This morning I was confronted with a sponsored post by the BFI containing an image showing five partially naked men (one of them wearing nothing but a jockstrap).  They were covered in sweat and dancing in a club.  Can you please tell me why you chose this type of image for your campaign? 

I am tired of seeing this sort of content in relation to portrayals of queers.  It plays to an over-sexualized stereotype which is not only banal, but also dangerous.

How am I supposed to fight cliches and feel safe and comfortable in my skin when your campaign is so undermining?  Your hideous renderings of “plastic bodies” portray aspects of masculinity which are toxic.  I am about to tell my grandma that I am gay.  Her perception of what it means to be gay is built upon a lifetime of negative misinformation about the gay lifestyle.  It needs to stop.

I do not identify with anything in your campaign.  It is shameful that you choose to view and promote queer culture are something purely based upon sex.  Gay people are not one dimensional.


This campaign sets perceptions back 20 years.  Sex may sell, but a national cultural institution should focus on excellence in the craft of film making rather than sensationalist propaganda.

I am happy that people have the choice to openly show their sexuality.  However, many have no wish to do so and should be represented.

I am sure the people from @diet_prada will be better able to identify, analyse and shame the BFI for the deep flaws in this campaign.


First was A4. Then: 1m x 9m...