The Watcher is a travel and lifestyle guide created in collaboration with Nika Levando Birman


The Watcher is a lifestyle and travel blog created in collaboration with my wife, Nika.


Social Content for RXBAR

For a no-BS person, working with a no-BS brand is one of the most satisfying collaborations. Especially, when the brand is producing a beautifully designed lifestyle product. Ironically, RXBAR has been in my life for several years (before the sexy new label and before I was a "content creator"), when a private paleo/ kettle bell gym I attended became among the first to pick up the minimal recipe. 

After connecting with RXBAR over Instagram, we decided to partner last spring to draw up a visual strategy and come up with lifestyle content for their digital channels (mainly Insta). We broke down the use cases and landed on several categories with a loose emphasis on targeting the male audience: fitness (obviously), the commute, work inspired, travel, and city living. Once we landed on our categories, I was able to apply my masculine/musky aesthetic, use my iPhone to create all the images, and deliver the content under my Devour City model, as bundled, monthly content. 

My favorite bit of feedback came after RXBAR's recent trip to NYC, where they met with a brand design agency to evaluate their overall strategy. When the agency took stock of RXBAR's content, my images stood out as directional examples... no BS.  

Here are some of my personal favorites from the recent series:

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