The “normal” process for concept design is to first get a turnover from the client, then to produce sketches, then add color/detail, then animation. When we were asked to do a test for the Iron Man HUD design, we were given green screen plates of a dude looking around. When we asked for a turnover, they said, “make it look cool”.

So I designed and animated a short test, and got awarded the work because it had a certain... “energy”. After months of experimentation and “wouldn't it be cool if...” conversations, we had something that Jon Favreau liked and was telling the story. 

We had originally been contracted to concept, design and execute all screens and UX for Avatar coming off the heels of Iron Man. Then The Orphanage went out of business. :(

The studio told us that since what they most wanted from us was design, could we assemble a small team to execute just a small number of shots but in doing so set the look, feel, and function for all devices.  

So we created a small company called one30 design (we needed a name for our group and it was 1:30am at the time). We worked with Steven Quale and James Cameron to design the screens, and most importantly, the interaction, for about two dozen shots. Then disseminated a design “bible” to the rest of the visual effects vendors to insure consistent design.