The harder you squeeze sideways the tighter the filter will get because you are forcing it out of round.
Try turning it by only touching the front of the filter, not the sides. So that the force is not changing the shape of the filter. I've used a rubber jar opener flat against the front of the filter and then turn with the palm of my hand against the jar opener. Look in the kitchen, there is one hiding in the bottom drawer
A large rubber band can sometimes help by allowing you to use less pressure.
A set of filter wrenches are sometimes the only solution