ParallelPlay
Parallel Play is a brand strategy firm that helps ideas go from zero to one—and then from one to one hundred. We specialize in building early-stage momentum and scaling cultural relevance through partnerships, positioning, and creative strategy. The name comes from how we work: running plays in parallel with AI-powered toolkits to supercharge execution.

About Barr Balamuth

I cut my teeth as the first hire at Ruby, the cult-favorite CPG company where I built the brand from its earliest days into a breakout name. I led strategic collaborations with partners across the spectrum—from high-velocity retailers like Erewhon, to local cultural anchors like Public Records, and global platforms like Cash App.

My focus is helping brands grow with cultural intelligence and operational clarity. That means identifying white space and building what doesn’t exist yet—whether it’s a partnership playbook that unlocks new audiences, a content format that turns brand affinity into community, or a customer acquisition strategy that meets users where they are and brings them into the fold.


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APPEAR HERE x 
BODE



U.S. Partnerships Lead

Back in 2019—before Bode became a household name—I spearheaded a collaboration between the brand and my then-employer, Appear Here, bringing together Bode’s heirloom storytelling with Appear Here’s network of high-impact retail spaces. 

Timed to Art Basel 2019, the activation was an early bet on a then-emerging label—and a proof of concept for how experiential retail could build cultural momentum. I helped shape the concept, structure the partnership, and deliver a launch that felt both intimate and influential while driving success across key metrics for Appear Here in a hyper-competitive market.