I build the pitch that wins the work: interactive decks and live demos for beauty, wellness and experience brands. Every piece arrives finished, with the reasoning behind each decision written down.

View Full Portfolio Check availability

Reasoned Web is the independent studio practice of Carlos Marruffo.

  • Interactive decks
  • 3D product demos
  • Product films
  • Augmented reality
  • Beauty & wellness
  • Live events & booths
  • English & Spanish
01 · Pitch decks

Decks that win the work

The deck is the product. Each one below opens in a browser and moves — built to be presented live, then sent on to everyone who has to approve it. Most of my work is beauty and fragrance; the rest shows the range.

Beyond Production — an interactive pitch deck: a woman seen from behind walking into a stone pavilion at twilight, beside the words BEYOND PRODUCTION.

Beyond Production — a luxury production pitch

Fourteen scenes for a room of brand founders and creative directors. One recurring talent and one fragrance that never existed walk the same idea through five cities, get cut for every format, and speak three languages. The film moves; the sound is yours to turn on. Open the deck

Made for my own production studio's pitch. The talent and the fragrance are original creations; no brand is named or implied.
02 · Live experiences

Sauvage — a fragrance you can turn in your hand

Sauvage concept study: the blue bottle rendered live in 3D under the title 'SAUVAGE'.

A fragrance page told as scenes. The bottle gathers itself out of ink, walks the scent's own story — desert light, bergamot, pepper — and ends standing on your table.

  • There is no photograph of the bottle anywhere on the page. It is a real object in 3D, turning as you scroll, with the label always facing you.
  • The bottle is lit to match every backdrop it moves through. It sits inside the photograph instead of floating on top of it.
  • Point a phone at the floor and the bottle is there, at its real size. Nothing to install — it opens straight from the browser, on iPhone and Android.

Open the experience

Unsolicited concept. Not affiliated with, or commissioned by, Parfums Christian Dior.
03 · Film

Two product films, made without a shoot

A frame of the film: water pours from a refrigerator's dispenser into a glass, in warm afternoon light with leaf shadows on the door.

One hundred and one seconds for a French door refrigerator. The doors open, cold air moves through the cabinet, water pours into a glass. No camera, no studio, and no sample shipped across the world.

  • Every part on screen was checked against the maker's own product photos — the drawers, the water tank, the back wall, the dispenser.
  • Shots a camera cannot get: the air traveling through the cabinet, a cut straight through the door, the filter coming apart in layers.
  • Measured, not eyeballed. In the first take the water left the dispenser 30 pixels off its center. Nobody would have named it; everybody would have felt it. The final film holds it within four.
  • Voiced in Spanish for the Peruvian market, with English subtitles on the player, and scored to the cut.
Unsolicited concept, made for a pitch. Not affiliated with, or commissioned by, LG Electronics.
A frame of the LG MAGNIT concept film: a large wall display shows green northern lights inside a stone-and-glass interior.

LG MAGNIT — Make your space unforgettable

A 30-second concept film for LG MAGNIT, built as an independent demonstration. The sequence pairs the display with architectural interiors, light and scale.

Music: Floating Cities — Kevin MacLeod (incompetech.com) · CC BY 4.0 · edited excerpt.

Independent demonstration — not affiliated with or endorsed by LG Electronics.
04 · A full production

LG Sound Suite

Entry screen of the LG Sound Suite interactive demonstration: 'Hear what spatial sound really means' on a dark stage.

An interactive demonstration built for a presentation to LG Electronics Canada — five chapters that let you hear what spatial sound actually does. Made start to finish here:

  • The speakers modelled from LG’s own engineering files, so every edge is the real product
  • Headphones stand in for five speakers — you hear the room move around you
  • A finished piece that drops into any site
  • Bilingual: English and Canadian French
  • The product opens up, with six details checked against the spec sheet
  • Reviewed against international accessibility standards

Read the case study

Independent demonstration — not affiliated with or endorsed by LG Electronics
05 · How it works

Inside your team, start to finish

You bring the work you've sold; I produce it — design and build — under your flag or mine. Inside your team: your channels, your standups, your deadlines — remote, on US-aligned hours.

  1. Diagnose. Measure the current state — numbers, not impressions.
  2. Propose. The concept arrives with its written argument.
  3. Build. Written by hand, nothing bolted on.
  4. Check. Accessibility measured, tested on the smallest phone, page weight counted.

Handoffs arrive complete — design, build, and the written reasoning — so nothing needs a second meeting to be understood.

This site is held to the same standard as the work.
It loads fast on a phone, works for screen readers and holds together at any size — and every one of those claims was measured, not assumed. The numbers are in the note.

A working demo in 48 hours

Tell me the product and the idea. Inside two working days you get something running in a browser on your own phone — a working piece, not a flat mockup. It is the fastest way to find out whether we should work together.

Not a promise without a precedent: the five-chapter LG Sound Suite experience went from first working build to feature-complete and walkable in eight days. Check availability

06 · Brand and web work

The Woods & Co — the current live site

A working client site, built from the firm's real practice: category expertise, selected work and the people behind it.

The current Woods & Co homepage, with the headline 'We build the brands everyone else writes about.'

The Woods & Co - communications for lifestyle brands

The live site I built gives the firm's category expertise, work and team a direct editorial structure. Read the case study or visit the live site.

Client work - current live site.
07 · Complete portfolio

Every project, in one place

The homepage is a six-project edit. The complete Work index keeps every existing case, live exhibit and study available, with filters for decks, interactive and 3D, films, and brand and web work.

Browse all work

08 · Who you would work with

One person, on purpose

Carlos Marruffo, portrait.
Carlos Marruffo · Lima, on US hours · LinkedIn

I'm Carlos Marruffo — systems engineer and this studio's one member. I've spent two decades shipping software: I founded three companies and built one of them into an immersive-tech studio whose work served Hewlett-Packard, Cisco and RSA — until it was acquired in 2022.

Since then I've worked inside a Chicago SaaS as project manager and then product designer — running a distributed team, owning research, design and the full 2026 product roadmap end to end. That is the shape of work I do best: one product, one team, everything from the diagnosis to the shipped build.

I work in English and Spanish, from Lima, on US-aligned hours. This site is the method in practice: every decision on it is measured, and every reason is written down.

09 · Start

Check availability

The work I take on: interactive decks and demos for beauty, wellness and experience brands — and for the agencies that pitch them. The piece you have sold, designed and built. Contract or full-time, US hours.

Straight to me; I answer within one business day, from hello@reasonedweb.com.