Hugtics / Hugging Yourself

SXSW 2023 (South by Southwest 2023), the world's largest festival of technology, music, and film gathering companies and creators from various industries, was held in March in Texas, USA. Dentsu Inc. and Dentsu Creative X participated in the Interactive division's "Creative Industries Expo". They exhibited three prototype works showcasing cutting-edge experiences created under the concept "Unnamed Sensations." This three-part report explores the expansion of senses like "touch," "texture," and "smell" made possible by the fusion of advanced technology and creativity.

Part 3 focuses on Hugtics, the best hug experience technology. What is the sensation of "hugging yourself"? We spoke with Atsushi Otaki of Dentsu Inc., representing the project team.

 

A New Proposal for Living Happier Lives

──What is Hugtics?

It's a portmanteau of "Hug" and "Haptics" (technology that simulates touch). It embodies our commitment to proposing new haptic experiences focused specifically on hugs. We aim to reinvent hugging—an act that enhances human happiness—through technology, contributing to solving diverse social issues, starting with mental health. At SXSW 2023, as our first step, we presented experiential demonstrations: a new hug experience where "you hug yourself" and an experience transferring another person's hug.

Globally, advances in medicine have extended the average human lifespan. At the same time, however, the number of people facing mental health challenges continues to rise. Could we do something about this societal issue? Hugtics was born from our exploration of new proposals for living happier lives.

 

──What kind of team took on SXSW?

The overall planning and production were handled by the project members of Dentsu Inc .'s 'Motion Data Lab.' Motion Data Lab is a project that aggregates all kinds of motion data from the world and applies it to solving problems in diverse fields, such as preserving traditional culture, sports, and preventive medicine. Additionally, as a partner responsible for the core technology to realize Hugtics, researcher Nobuhiro Takahashi joined us. Furthermore, Pyramid Film Quadra handled video, web, and inner vest production, while Dentsu ScienceJam Inc. managed the EEG measurements.

Since this is an experiential demonstration, getting bogged down in theoretical discussions would make it nothing but a pipe dream. We prioritized advancing the project by conducting experiments early on, identifying issues, and continuously improving.

Measuring hugs and feeding the data back to artificial muscles

──What technology enabled this new hugging experience?

The key is a wearable device incorporating artificial muscles. As mentioned earlier, it utilizes Takahashi's research and technology. Wearing this garment while hugging a torso (a display tool representing the torso) equipped with pressure sensors allows hug data to be measured. This data is then fed back to the artificial muscles, creating the unprecedented experience of hugging oneself.

Furthermore, using Dentsu ScienceJam Inc.'s "Sensory Analyzer," we sense brainwaves and measure multiple emotional changes related to happiness during the hug. We visualize this effect using a proprietary algorithm, reflecting it in the color of LEDs embedded in the vest-type wearable, allowing the effect to be intuitively understood.

Furthermore, combining the vest with the artificial muscles transforms the feedback from the muscles into more surface pressure, bringing it closer to the sensation of a hug. We recognized that using only the artificial muscles resulted in a strong, cord-like constriction feeling. Therefore, after verifying various materials and thicknesses, we carefully refined the vest.

Wearing the vest with woven artificial muscles and hugging the humanoid sensor provides real-time feedback of your own hug's sensation back to your body.

──How was the response at the event?

Many visitors were very curious. They didn't just experience it; they often gave comments, asked questions, and it led to discussions. There were diverse reactions, but all were positive. Comments included "It's cool!" or "So crazy!" said with beaming smiles. We also received remarks like: "I want to use this tech to preserve my mother's hugs," "Recalling hugs with my late father made me feel happy," and "I want to deliver hugs to children without family." It was fascinating to see how the act of hugging oneself could evolve in such ways, offering hints for future developments.

We were so focused on running the booth that we didn't have time to look around, but we were genuinely pleased to hear from other companies and visitors that "the Dentsu Inc. booth had the largest crowd in the entire exhibition hall" and that "Dentsu Inc. not only had great ideas but also knew how to present them well." Beyond just gaining experience exhibiting at SXSW as Dentsu Inc., I believe we were able to leverage strengths unique to us as professionals whose livelihood is communication.

Recreating hugs with loved ones across time and space

──Please tell us about future prospects and the potential of Hugitcs.

Technologically, we aim to pursue higher hug quality and novelty in the experience. One direction is making hugs feel warmer and more human-like, while another is developing hugs that are impossible for humans—as entertainment. The former should enhance mental health benefits, while the latter expands entertainment applications.

On the business side, we want to increase the number of Hugitcs users by collaborating with companies. As is the nature of experiential demonstrations, promotional videos alone struggle to fully convey its appeal. Initially, we plan to use the current prototype to accelerate the start of collaborations. Mid-to-long term, we aim to develop Hugitcs as a custom solution tailored to specific needs and achieve broader societal implementation.

Hugtics' potential extends beyond time and space. Since Hugtics can permanently store hug data, it can create a "hug data platform." This includes hugs from celebrities like idols or athletes, as well as hugs from loved ones like family or partners. These can be preserved beyond time and place, ready to be recreated anytime. We aim to tackle challenges across various fields—such as healthcare, loneliness countermeasures, and the metaverse—using hug data, continuously updating and improving.

Hugtics booth. Austin Convention Center, Texas, USA, March 12-15 (local time)

──A message for those planning to participate in or visit SXSW in the future.

The diverse discussions and feedback on-site became our greatest asset. We also built connections with other exhibitors. There are new encounters and discoveries to be had, so if you're interested, I encourage you to give it a try.

It also serves as an excellent benchmark for project development. Setting SXSW participation as a goal creates momentum within your team. You can't bring something embarrassing to a place visited by people from all over the world. Winning an internal competition builds confidence in the quality of your idea. The process also provides diverse advice, which helps refine both the idea and the project itself.

With a solid idea and passion, I believe you can turn your vision into reality and achieve your goals. If you're considering exhibiting, I encourage you to seize this opportunity.

Staff List:

〈Planning/Direction: Dentsu Inc.〉
Shu Honda: Creative Director / Art Director
Atsushi Otaki: Creative Director / Creative Technologist / Project Leader
Kenichi Yoshioka: Planner / Creative Producer
Naoto Shigemasa: Planner / Copywriter
Taimu Fuji: Creative Technologist
 

〈Development / Hugtics Supervisor〉
Nobuhiro Takahashi: Researcher

〈Production: Pyramid Film Quadra〉
Tatsuya Abe (Pyramid Film Quadra): Planner / Film Director
Ryosuke Hayashi (Pyramid Film Quadra): Producer
Shinya Watanabe: Stylist
Yohei Ukai (Pyramid Film Quadra): Engineer
Ryuki Shimizu, Kei Asakura (Pyramid Film Quadra): Project Manager
 

〈Brainwave Measurement: Dentsu ScienceJam Inc.〉
Mikito Ogino (Dentsu ScienceJam Inc.): Chief Scientist

 

Website:
https://motiondatalab.com/hugtics/