03 / Work

HUD

HUD's site: a woman with dark wavy hair and freckles looks into the camera, on blush pink
Open the site
Client
HUD, Copenhagen (self-initiated concept)
Sector
Beauty and skincare
Role
Concept, naming, identity, art direction, VFX and web
Deliverables
Naming, Visual identity, Labels, Brand site with a live skin reading, Product range in 3D, Fashion film, Interactive case
Tech
Image 2.5 · Gemini Omni Flash · Topaz Video · Depth Anything V2 · MediaPipe · WebCodecs · WebGL2 · GLSL · three.js · FFmpeg · Python · CapCut · React
Year
2026

The brief

A dermatologist opens a clinic in Copenhagen and launches three products for the skin barrier. The brand needs a clinic's precision and still has to feel like skin.

The approach

HUD is Danish for skin, and a heads-up display. The mark is the name drawn the way a display writes it, inside the corners a skin camera puts round a face. The brand site is the reading itself: her face holds the middle of the screen while the scroll changes the light round her, from daylight to polarised, UV and a raking light, all done live to the film in one shader, each reading pinned to her skin and a lamp that follows the pointer across her face.

A self-initiated concept: the clinic and its products are imagined, with no address or treatment behind them. Her face is generated, and every reading on the site is an illustration, not a measurement.

01 / Identity

The name, as a display writes it.

HUD is Danish for skin. The mark is drawn in one line, a pearl of the serum settled in the U, inside the four corners the reading puts round her face, and every label carries the reading’s rule.

Rinse

Barrier cleanser

Dermatology
Copenhagen150 ml

pH 5.0

Pearls

Lipid serum 3 : 1 : 1

Dermatology
Copenhagen30 ml

3 : 1 : 1

Keep

Barrier cream

Dermatology
Copenhagen50 ml

pH 5.5
  • Blush#f3dfdb
  • Clinic white#faf8f6
  • Ink#2a1f24
  • Rose#9a3f55
  • UV#171226

Geist

Geist Mono · pH 5.0 · 3 : 1 : 1

02 / Campaign

Couture in glass and foam.

A model in profile on the runway, her hair slicked back
Close on a gown of clear glass forms filled with brown foam

03 / Products

Rinse, Pearls, Keep.

A cleanser at pH 5.0, the barrier’s three lipids as pearls in a serum at 3 : 1 : 1, and a cream at pH 5.5. On the site they turn beside her in three.js, lit by the lamp that lights her.

HUD Rinse, Pearls and Keep, each standing in its fluted porcelain cup

Outtakes

What I tried and dropped, and why.

  1. The first couture image: a model in a gown of glass and foam in front of the old wordmark, softer than the final.

    4 Oct

    The first couture plate

    The whole frame was regenerated to fix one face and lost its fine detail. The final edits the head alone.

  2. A Blender render of red wine pouring into a glass on a pale ground.

    27 Oct

    Grums, a Vesterbro wine bar

    The fashion film and its models were the strongest part, so the brand became skincare and kept them.

  3. 27 Oct

    The running club

    It was boring.

  4. 28 Oct

    The name Grums

    Sediment suits wine, not skin. A dermatologist's brand needed a clinical, digital name: HUD.

Index 11 projects, 7 in the Lab