"Unlike certain directors who fixate on marginalia, creating art in which the engraving on a character’s belt buckle takes precedence over the story, July’s seemingly superficial gestures service something greater: a pulsing emotional center. It’s odd that she has come to represent, for some, a kind of soulless hipster cool, because in July’s work, nobody is cool. There’s no irony to it, no insider wink. Her characters are ordinary people whose lives don’t normally invite investigation. So her project is the opposite of hipster exclusion: her work is desperate to bring people together, forcing them into a kind of fellow feeling. She’s unrelentingly sincere, and maybe that sincerity makes her difficult to bear. It also might make her culturally essential."