The Motion Data Lab x SXSW

At this year’s SXSW, we got to hear about a project prototype in the works by a Japanese creative technology initiative that could change our future as we know it.

Dentsu Creative X Inc. worked with partner companies to develop a new concept called “Code Humanity”. This concept focuses on the human element in technology. This is often forgotten, or intentionally replaced, as technology becomes more advanced. But Code Humanity is purposefully zeroing in on the human elements such as motion, wellbeing, food cycle, and weather.

Motion Data Lab honed in on the human element of motion. The Motion Data Lab invented a way to measure human movement and behavior patterns. With this new technology we can compile data from every human movement. The data can then be used in technology and integrated into our daily life in many different ways. Read on for a few highlighted examples!



Providing solutions for health:

Motion Data can be used for preventive medicine. The data can help prevent and detect risk of injury or even onset diseases. For example, the data can detect if you have fallen or if you may be experiencing a seizure. It will also detect if your physical therapy efforts are working thus reducing the risk of injury. Chiropractors can measure if your posture is improving. These scenarios are just the beginning of how Motion Data could be useful for healthcare.

Providing solutions for training:

Motion Data Models can be used for skill acquisition and movement correction. This use could prove incredibly valuable for athletes, personal trainers, and physical therapists. Imagine how a pole vaulter could use motion data to reveal what part of their vaulting form is out of line. Or a ballet dancer could use the captured data to improve their pirouettes. This use is also applicable to creative projects. For movies and videos, Motion Data Models could help actors and actresses perfect a certain movement for fight scenes, action scenes and more. The possibilities are endless.

Preserving Culture:

One of the most interesting uses talked about for Motion Data is to capture the movements of traditional folk dances. With this technology, we can better preserve and accurately pass on the traditions and customs of cultures that are disappearing.


The Motion Data Lab x Xenoma

The Motion Data lab has collaborated with Xenoma on an e-skin product which is smart apparel that tracks and captures data from the person’s movements. Its material is machine washable and thin making it a product consumers could easily implement into their everyday lives. This e-skin can be used in filming studios and animation studios to enhance their CGI, animated characters and more. Who knows, you may be able to see yourself as a 3D avatar in the near future! Imagine how this will affect virtual meetups, online dating, the gaming industry and the social media industry.

This technology also has implications for the fitness industry. A new mirror has been made in collaboration with the Motion Data Lab to provide virtual instructors that help you correct your movement and form as the mirror detects your every move. This could up the game for at-home workouts, or perhaps for universities seeking to spend more of their tuition dollars on athletes.

Imagine all the things we do that require movement. Among many other innovative technologies being prototyped and implemented, the work the Motion Data Lab is doing could soon affect many aspects of the human experience. Aside from the use for recreational activities, there are promising ways it can be used to increase wellness, skills, and help prevent disease or injury.

We will be looking out for ways this technology will be implemented into society and can’t wait to see how this will affect the advertising and marketing industry.

Share with your “tech-y” friends — they are going to love this!