About

I'm Rey Peralta. I've spent twenty-seven years working at the intersection of creative practice and technology — at agencies including Deutsch, Mother, Digitas, Organic, and Y&R, as CTO at Milk Studios and now as CIO at Milk Agency, and through Curated Future, the consultancy and platform I founded in 2014.

The pattern in my career has been consistent: I find creative potential inside technology that its builders don't see, and the creative work I do produces infrastructure as a byproduct that often outlasts the original output. Some of that work found its way into broader industry patterns — from ad formats and instrumentation models to interface conventions later echoed by larger platforms. Much of it remained invisible, as infrastructure often does. I am more interested in the work than in the credit, but I've come to believe both matter.

I write here about the conversational substrate — the shift in how humans work with computers that is replacing the page as the organizing primitive of software. The writing is one half of the work; the other half is building protocols and platforms that take that shift seriously. The Session-Surface Protocol is the first such proposal published here. More will follow.

I live in Brooklyn with my wife Angela and our son Quin. I work from there, from upstate New York where we keep a place in the Catskills, and increasingly from Pound Ridge, where we are moving this summer. If you want to talk to me about the work, the work page is the best path.