We were lucky to catch up with Joohee Oh recently and have shared our conversation below.

Joohee, looking forward to hearing all of your stories today. Can you recount a story of an unexpected problem you’ve faced along the way?

Like many nonprofit festivals, PrideFull has encountered its fair share of hurdles. Specifically, for me as a festival director, one of the most challenging yet fulfilling tasks is crafting the film lineup. While we receive submissions through platforms like FilmFreeway, I also dedicate significant time to exploring international film festivals, seeking out hidden treasures—films that may not have been shown in the U.S. but are a perfect fit for our audience. Deciding which films make the final lineup is never easy, but our programming team thoughtfully curates selections that are powerful and deeply resonate with our community.

Joohee, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My introduction to media and film came through a friend who was working on a short web series exploring queer and feminist experiences. They invited me to join the project as an assistant director, knowing I was highly organized and detail-oriented. Curious about what it would be like to work on a film set, I accepted—and it turned out to be a life-changing experience. Helping bring that series to completion opened the door to the profound joy of supporting artists, uplifting untold narratives, and contributing to a more inclusive media industry.

This initial exposure ignited a deeper passion for storytelling and film, inspiring me to get involved in film festivals. Over time, I took on various roles at festivals and screening series such as Creatively Speaking, the Film Festival for Women’s Rights, and the Seoul Independent Film Festival. These experiences helped me see how art and advocacy are intrinsically connected. Recognizing the media’s potential to drive impact, I decided to focus my career on harnessing media content as a vehicle for advocacy.

However, I did not find a lot of film spaces catered to the community of queer and trans people of color. Therefore, in 2021, during the COVID-19 pandemic and right after the Black Lives Matter movement, I co-founded PrideFull with a friend. The organization’s mission is to create an open, safe, community-driven space where we can celebrate and appreciate stories that represent ourselves, and support each other. We bring QTBIPOC filmmakers and audiences together, create a platform to amplify our own voices and share resources, and ultimately make the film industry more inclusive, equitable, queer & colorful!

We organize annual film festivals, stand-alone community screenings and gatherings, and virtual panels, reaching audiences in New York and across the U.S. Thankfully, attendees have described PrideFull to be one of the most accessible and thoughtful festivals they’ve experienced and shared that our program resonates with their lived experiences.

What do you think is the goal or mission that drives your creative journey?

My belief in the power of media and storytelling drives my work. I find joy in supporting artists, amplifying marginalized narratives, and helping build a more inclusive media industry. We’ve all experienced the impact of a powerful film or story that shifts our perspective—this is the power of media. To cultivate more of these transformative stories, I strive to create opportunities and spaces where underrepresented creatives can share their work and be seen.

How did you build your audience on social media?

For any organization or business, understanding your audience is key. While a product or service may have broad appeal, startups can’t market to everyone like big corporations with Times Square ads. Instead, it’s crucial to define a specific audience early on. From there, founders can determine the best communication methods, social media platforms, and content that resonate with that niche. PrideFull took this approach by focusing on a targeted community and ensuring our brand story and mission were communicated in ways that felt familiar and meaningful to them. Partnering with like-minded organizations and brands has also helped us expand our reach.

Contact Info:

• Website: https://www.pridefull.org/
• Instagram: https://www.instagram.com/pridefullfilm/
• Facebook: https://www.facebook.com/PrideFullFilm
• Twitter: https://x.com/PrideFullFilm
• Youtube: https://www.youtube.com/@PrideFullFilm

Image Credits

Rom Choi, Chen Xiangyun, Guava Rhee, Joohee Oh