I really like content styles that feel culturally aware and visually intentional without looking overly polished. I love the way Miu Miu campaigns feel slightly chaotic, feminine, and cinematic while still seeming effortless. I also like creators like Madeline Argy because her content feels super conversational and niche in a way that makes people feel like they’re inside an ongoing thought process instead of watching a performance. Another brand style I gravitate toward is Rhode because the content feels clean and aesthetic but still socially relevant and personality driven rather than overly corporate.

I think the best beverage content right now feels like an extension of someone’s social life instead of a campaign. For a brand like Unwell, content that performs well is usually hyper-specific and personality driven getting ready while everyone’s arguing over aux, “I need an IV” mornings after going out, impulsive Target runs, tiny apartment pregames, beach parking lots at sunset, or glamorizing everyday chaos in a funny self-aware way. The content works when the drink feels naturally attached to a mood, friendship dynamic, or type of girl rather than being the center of attention.

To me, authentic lifestyle content feels cinematic but still real, like someone letting you into their actual world instead of performing for the internet. I’m drawn to content with personality, creative energy, fashion, music, routines, random moments with friends, city life, and emotions that feel honest instead of overly polished.