IRON MAN H.U.D.
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.