Scooping up tradition with digital. A new stamp created by a video producer.

Every spring, the "South by Southwest" (SXSW) festival takes place in the United States. This event draws numerous companies and creators from around the world, showcasing forward-thinking works in music, film, and interactive media. The Interactive section, in particular, is renowned for gathering new technologies and business ideas. It has famously unveiled services like Twitter and Airbnb, which later became global hits. This year, too, various "seeds" of business were announced.

As mentioned in Part 1 of this series, Dentsu Inc. also exhibited four works under the concept "Pointless Brings Progress." This series focuses on the creators responsible for the works and their production, delving into each individual's story.

This installment features Makoto Yamashita (Production Manager, Dentsu Creative X / Dentsu Craft Tokyo), who planned and produced "HANKOHAN." This project combines Japan's traditional "hanko" culture with technologies like facial recognition and AR. Through the behind-the-scenes story of its creation, we reveal the character of Mr. Yamashita.

Makoto Yamashita (Production Manager, Dentsu Inc. Creative X / Dentsu Craft Tokyo)

"I wanted to create something that would help people remember my face" – the birth of the stamp that makes your face appear

—Tell us about HANKOHAN.

This seal incorporates two innovations. First, regarding the design when the seal is stamped, instead of the traditional name, we based the design on the owner's face. Using facial recognition technology, like that found in smartphone cameras, we scan the owner's face. A unique algorithm then transforms it into a design. Furthermore, we combine this facial design with the owner's initials, making it more approachable than conventional seals and evoking the owner's image.

The second innovation is the integration of AR. Specifically, when you view the stamp impression through a dedicated app, the owner's actual face and information appear. A URL appears alongside the face; clicking it takes you to a website containing that person's information.

The inspiration for this idea came when I was thinking about what to present at SXSW and wondered, "What kind of place is SXSW anyway?"

SXSW is a place where diverse people bring the latest technologies to explore future business opportunities. Naturally, you meet and talk with many people there. However, with so many attendees from various countries, I thought, "I'll probably look at business cards later and have no idea who's who" (laughs). That's what sparked the idea of creating something to help people remember my face.

Compared to business cards, HANKOHAN is a tool with more steps. You take out the stamp, apply the ink pad, press it down, and then view it via AR. Yet, in this era of increasing digitalization where everything can be done with one touch, I deliberately designed this tool because I believe people crave analog experiences more as digital experiences advance.

The stamp itself might see fewer uses going forward. But it undoubtedly has its own charm and unique qualities—that's precisely why the Japanese have kept this analog culture alive. I thought if we could use the latest technology to bring that charm back to life, it would be something special.

Rediscovering the value of Japanese culture the world seeks through digital means

—How was the local reaction?

The response was positive. Japanese people found the concept of a seal with their own face on it interesting. About 30% of visitors to our booth were Japanese, and 70% were international. Especially the international visitors showed strong interest in Japanese culture. It struck me locally that cultures seemingly fading in Japan are actually in high demand overseas. While a more convenient world is good, it felt like a waste to lose Japan's unique culture for that sake.

I believe many traditional Japanese cultures, not just stamps, face decline. Yet they embody long-honed techniques and uniquely Japanese charm. Therefore, by combining traditional culture with technology, we can rediscover their value. Through HANKOHAN, I strongly felt this potential.
　
On the other hand, what was really tough this time was the sheer volume of work leading up to the exhibition (laughs). Fundamentally, there were two major elements: "designing the seal with a face" and "making it viewable via AR."

For example, if the name is Daniel Xing (pseudonym), the initials D.X would be incorporated.

Normally, I work as a production manager for video production, including TV commercials. A production manager's main duties involve progress management, casting auditions, and budget control. So, I don't have much experience brainstorming ideas or working on products like HANKOHAN.

Additionally, for this project, I oversaw nearly all aspects of production and creative work solo—handling concept video production management, auditions, budget control, design, direction, webpage development, and copywriting. (Of course, I was supported by our in-house project team.) It felt like there were two versions of me: the production manager handling budgets and schedules, and the creative side wanting to push boundaries. I found myself having internal debates like, "I want to do this! But the budget! The deadline! But I still want to do it!" and constantly switching perspectives in my head (laughs). That part was tough too.

Expanding my scope, aiming someday to be like a "one-person production company"

—Why did you participate in SXSW, which is different from your main work?

I wanted to expand my own domain and capabilities. I belong to Dentsu Inc. Creative X, primarily doing video production, but I'm also part of Dentsu Craft Tokyo, a team bringing together professionals from various fields. There, they really emphasize expanding your domain. For example, there are many people who can handle a wide range of tasks, from direction to planning to design. Seeing them made me want to challenge myself in areas beyond just production management.

Actually, I studied documentary filmmaking in college. During that time, I became curious about the perspective of those being filmed, so I acted in theater both during and after graduation. I started working at my current company part-time during my acting days. Later, I quit acting, became a full-time employee, and made video production my main job. Looking back, I think I've always wanted to expand my areas of expertise and capabilities.
　
My challenge with SXSW is one example. Even within video production, I actively contribute ideas for story and direction, not just sticking to production manager duties. As part of the team creating something together, I believe it's important to share my ideas beyond my core role. Otherwise, I don't see the point of being involved. Of course, it depends on the situation.

My goal going forward is to keep expanding my scope and become someone who can create video works from start to finish. Planning and production are a given, but I'd even do the acting myself (laughs). Honestly, I feel like people who can handle shooting, editing, and directing—essentially one-person production companies—are highly valued these days. Meetings and communication with stakeholders flow smoothly, and the work's worldview stays unified. I want to become a creator who can make that breadth of expertise my strength.