I'm looking for some methods that could be directly applied to the PDE $$ \frac{\partial u}{\partial t} + \frac{(u_x)^2}{2} = 0\tag{*} $$ without converting it by $v = u_x$ to the Hopf equation $$ \frac{\partial v}{\partial t} + \frac{\partial (v^2/2)}{\partial x} = 0. $$
Ideally, a WENO scheme is perfect, but I'm wondering how to apply a limiter or a numerical flux to $(*)$.
Simple centered scheme $$ \dot u_i(t) = -\frac{1}{2}\left(\frac{u_{i+1}(t) - u_{i-1}(t)}{2h}\right)^2 $$ expectedly oscillates when shock (on $v = u_x$) is formed.