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Luke Hurd
I make software, music, immersive experiences, paintings, and things that don't have a category yet. I like to play with new tools, tell stories in unfamiliar formats, and see what happens.
Software
Small tools I make and sell. No mandatory accounts, no subscriptions where I can help it.
Mac
A teleprompter that sits right under your webcam. Your script scrolls on screen while you look directly at the lens — nobody can tell you're reading. Built for streamers, YouTubers, presenters, and anyone who's tired of taping notes to their monitor.
iPhone & iPad
Same idea, on your phone. The script overlays your camera preview so you can read while recording — great for selfie videos, Reels, TikToks, or anything where you need to nail the delivery without memorizing a script.
iPhone & iPad
Ambient noise styled like a guitar pedalboard. Each "pedal" is a different sound — rain, static, hum, wind — and you twist the knobs to blend them together. Stack as many as you want. No account, no ads, no tracking. You just open it and fall asleep.
Work
By day I'm a Group Director of Experience Design, leading teams that build immersive, brand-defining work for some of the biggest names on the planet.
I straddle innovation and experience design at VML, the world's largest creative company under WPP. The fun part is the range — sneakers and soda, burgers and biotech, fashion houses and pharma, blockbuster films and farm equipment, all in the same client roster. One week I'm prototyping a smart-glasses experience for a trend report, the next it's an AR campaign for a movie studio, then a brand platform for a healthcare launch, then an installation for a sports moment. Almost every vertical, almost every audience, almost every format. That breadth is the whole job — and after a decade-plus of chasing it, I can land on a brief for a beverage brand or a medical device and feel equally at home figuring out what to build.
Some things I've made
A handful of projects across AR, VR, and immersive experiences. Some are from the day job, some are independent — all of them were fun to make.
Every year VML publishes Future 100 — a look at the hundred trends shaping the year ahead. For the launch event I built a walkable gallery where guests put on Meta smart glasses and let them guide the experience. As you encountered artwork around the room representing each trend, you could just ask the glasses about what you were looking at — who made it, what it means, where the trend is heading — and get a real conversation back. No signage, no QR codes, no pulling out your phone. Just you, the art, and a pair of glasses that actually know what you're looking at.
I was the first featured augmented reality artist on the field at Coachella — had my own sign on-site and everything. I worked with the large-scale sculpture artists and musicians at the festival, designing immersive experiences people could discover throughout the grounds. The focus was always on impact — making something that actually enhanced being there, not just a tech demo.
I built AR experiences for National Geographic for several years, reaching millions on Instagram and TikTok. The Everest effect hit almost 150 million views in one week. For the Mars project, I coordinated with NASA to push actual Perseverance rover imagery into AR within minutes of the rover touching down — millions of people could stand in the crater before the press conference was over.
Dozens of Coca-Cola cans featured Marvel superheroes and villains — scan one, pit characters against each other in AR. My role was strategy and prototyping. The portrait video is the rough proof-of-concept I made to show that AR could actually track to a cylindrical can. That scrappy little demo is what pushed the whole project from concept into production.
Wendyverse was the first brand activation ever in Horizon Worlds on Meta. To actually work inside a community-driven platform, we brought in two popular community world creators to build something people would want to hang out in — not just a branded space with a logo on it. Three massive worlds, built with the community, not around it.
Charlie Parker was born in Kansas City — the birthplace of jazz. There's an 18-foot-tall memorial here, and I used it as a Snapchat World Marker anchor to build an augmented reality experience around it. A love letter to my city and its jazz heritage, made when Snap first shipped the World Markers feature.
A first-of-its-kind AR ad on Meta platforms. Two AR creators tapped to build something nobody had done before — I handled creative strategy and experience design for a sea-themed astrology fortune teller with mermaids, starfish, and compasses, built for a Virgin Voyages campaign.
When I jump into new tech with no pre-made content or assets, I start with something I know and love — Back to the Future. I'll fold in DeLorean wheels to learn animations, glow the hover foils to explore shaders, or build all of Courthouse Square to stress-test the tools. This is Hill Valley, California built inside Horizon Worlds as one of the very first worlds on the platform. The platform is dead now — this video is the only remaining record of the work.
About
I'm an artist, developer, experience designer, musician, and painter based in Kansas City. I spend most of my time experimenting — building software, composing sounds, painting, creating immersive experiences, and figuring out what new tools can do before anyone writes the manual.
By day I lead experience design and innovation at VML + WPP. Nights and weekends are for my own projects — apps, instruments, spatial things, whatever feels interesting. I like making things that don't fit neatly into a single category.
I've been lucky enough to work with some incredible brands and organizations along the way, and to talk about the work at conferences and in the press. But mostly I'm just trying to stay curious and keep making.
People I've worked with along the way
Live
Real-time data streaming from my phone, watch, and whatever else is on.
Status
Heart Rate
Activity
Weather
Now Playing
Devices
Focus
Press & Speaking
Say hello
Collaboration, a question about something I made, or just want to say hey — I'm around. Software support lives on each product page.
Terminal
Try help, about, nowplaying, or whoami.