Hugo Pérez is the engine behind Local Boy Co., a sharp, story-obsessed creative studio powered by strategy, guts, and a small team of content ninjas who know how to make brands feel like something.

He’s a full-stack marketer with a knack for clarity, a gift for narrative, and a proven track record of helping brands go from forgettable to yep, that’s really good. For more than 20 years, Hugo’s been zigzagging through the worlds of advertising, higher ed, startups, nonprofits, and global brands — finding the thread that actually matters and pulling it until the whole story clicks.

At Local Boy Co., Hugo leads with heart, hustle, and a healthy disregard for beige branding. Whether it’s a campaign, keynote, or brand refresh, he and his crew cut through the clutter with ideas that stick and language that lands.

Beyond the studio, Hugo’s also a mentor, speaker, educator, and soon-to-be author. His upcoming book, SPARKED: Rebellious Leadership Beyond the Ordinary, and the Local Boy newsletter, That Was Interesting, are built on the same belief: that a bold, honest story is still the most powerful tool we’ve got.

If you’re looking for someone who can find your message, sharpen it, and set it on fire (the good kind), you're in the right place.s.

Hugo Pérez
Founder & Chief Creative Strategist
hugo@localboycreative.com