Luis A. Laguna · Marketing · Creative · Strategy · Production
I build brands, systems, stories — and occasionally entire worlds.
I’m Luis Laguna, a multidisciplinary marketing and creative leader connecting strategy, growth, storytelling, production and technology to build brands people can actually feel. Lagoon of Randomness™ is where that work — and the world I’ve built around it — lives.
Bayamón roots × South Florida ·
View résumé →
The numbers
Strategy is only interesting when it moves something.
2011 → Present · ~15 years connecting strategy, creative, growth and technology into one working system.
Built across different worlds
Different industries. Same human problems.
My career has moved across organizations with very different audiences, pressures and business models. That range has helped me learn how to adapt the system without losing sight of the person on the other side of it.
TelecomSaaS / HealthTechPublic Sector
NonprofitEntertainmentRetailConsumer
Entrepreneurship
Selected work
Strategy you can see. Creative you can measure.
My work sits where marketing strategy, creative direction, production and digital execution collide — a campaign, a rebuilt customer journey, or an entire brand built from zero.
Foundation for Puerto Rico
Marketing, production, campaigns and community storytelling across economic-development initiatives.
View project →Municipio Autónomo de Toa Baja
Public-facing communications and digital modernization designed to improve clarity, visibility and community connection.
View project →Direct Deals Corp.
Connecting acquisition, conversion strategy, lifecycle systems and creative execution across the customer journey.
View project →Creator Growth & Monetization
Repositioning a creator business around stronger monetization and growth systems — a case that generated approximately $100K in under three months.
View case →Lagoon of Randomness™
What happens when the marketer becomes the client? A character-driven lifestyle brand built into an evolving ecosystem.
Explore the case →CTRL+R Studio™ / The Coquí
A miniature biomechanical Coquí developed at the intersection of Puerto Rican identity, character design and creative technology.
View project →One dataset. Six views.
The Randomness Index™
Impact, experience, capabilities, industries and the system behind all of it — 15 years of strategy, growth, brand, creative, production and leadership work, read as one connected dataset instead of a résumé.
What I do
Built to think. Equally comfortable making.
Strategy
Brand strategy, positioning, growth strategy, campaign architecture, audience strategy, go-to-market, digital transformation.
Creative
Creative direction, brand identity, campaign concepts, messaging, storytelling, content systems, character & IP development, cultural marketing.
Production
Video, photography, multimedia, podcast & audio, events, campaign production, content production.
Digital + Growth
Web strategy, eCommerce, paid media, CRM + lifecycle, conversion optimization, marketing automation, AI-assisted workflows, analytics.
Leadership
Directing creative, marketing and production teams — from agency divisions to a nonprofit department to the video editing team behind Lagoon’s own content today.
Executive strategy without losing touch with execution.
One system, four names
I don’t only market brands. I built one.
Lagoon of Randomness™ began in 2011 from a belief that life doesn’t always move in straight lines — and creativity shouldn’t have to either. What started as an idea became a character-driven lifestyle brand, then a studio, then the place where every part of my work — strategy and imagination, marketing and art, commerce and storytelling, technology and emotion — stopped competing and started working as one system.
I didn’t spend 15 years collecting job titles. I spent them building an operating system. Brand taught me identity. Creative taught me attention. Production taught me execution. Digital taught me behavior. Strategy taught me where to focus. Growth taught me what moves the business. CRM taught me what happens after the click. Leadership taught me how people make those systems work. AI just made the whole thing move faster.
Meet Cloak.
Adventurer. Guitarist. Rebel. Sensitive soul. Occasional victim of lactose. Cloak is the emotional center of Lagoon of Randomness™ — a character built around the contradictions we all carry. He isn’t simply a mascot. He’s a voice, a lifestyle, a mirror.
Meet Cloak →The Coquí.
A miniature biomechanical Coquí built at the intersection of Puerto Rican identity, character design and creative technology — proof that Lagoon’s IP is a living system, not a one-off mascot.
Meet The Coquí →CTRL+R Studio™
Strategic creativity for bold brands. The digital-first creative studio inside Lagoon of Randomness™ — strategy, marketing, creative direction, AI-assisted workflows, digital experiences and production.
Enter CTRL+R Studio →The human responsible for all this
From Bayamón to South Florida. With a lot of randomness in between.
I’m Luis A. Laguna Torres — a Puerto Rican marketing leader, creative strategist, producer and brand builder based in the Fort Lauderdale–Miami area. My career has moved across public institutions, nonprofit organizations, technology, entrepreneurship, consumer brands, entertainment and growth marketing. Lagoon of Randomness became the place where the analytical and the emotional sides of that work didn’t have to compete — they could become one thing.
Selected brands, organizations & institutions connected to my work
Proof, in other people’s words
What people say when I’m not in the room.
“Un gran recurso que pone el corazón en los proyectos que trabaja… extraordinaria disciplina creativa para presentar lo que el cliente necesita.”
Municipio Autónomo de Toa Baja
“Extremely creative, solution-oriented… you can rely on for all your events and marketing endeavors.”
Teacher Alex
“His expertise in production, marketing strategy, and interpersonal interactions is incredibly valuable.”
Luis Quintana
“Excels in creating comprehensive advertising campaigns that include graphics, digital, social, teamwork, planning and creative brief development.”
Joel Reyes
Thinking out loud
Strategy notes from the same operating system.
Short, opinionated writing on brand, AI, growth and the business behind the creativity — the same thinking that shows up in the client work above.
AI Won’t Save a Weak Brand. It Will Expose One Faster.
Read the piece →Executives Aren’t Buying Aesthetics. They’re Buying Outcomes.
Read the piece →Lagoon of Randomness™: Where Creativity Meets Chaos
Read the piece →So…
What should we build next?
I’m always interested in ambitious teams, meaningful collaborations, creative challenges and brands ready for transformation.