The Robot Soul

staring contest

I grew up in the 70’s and 80’s, watching a lot of low budget sci fi shows on TV. By lack of comparison, I thought it was very cool that a super awesome space adventure could unfold on a bridge of a massive spaceship, with the main characters just talking to eachother. All you needed to become a space explorer was a lot of imagination and a uniform. So that’s what I mainly did with my friends, when we were 6 years old. We talked about the “space anomalies” and “unknown forms of energy” just outside the window of the classroom, and the strategies we needed to save the school from total destruction from these unknown forces. In my mind I was escaping the gravity of this planet and was going where no 6 year old boy had gone before.

After a while I began to notice the patterns in the Star Trek – Buck Rogers – Battle Star Galactica scripts. Nowadays, when I watch those old shows, I find those patterns very comforting, but back then it meant that my early sci fi addiction was craving for something more challenging. That’s how I found the more serious writers like Philip K. Dick and Isaac Asimov. You can imagine after all those “bidi-bidi-bidi”’s these new stories completely blew my mind. In fact, similar to the big bang, they are still blowing my mind, and even more now than back then.

Many people were reading Asimov’s Foundation series, but I my favorites were the shorter Robot-stories. That led of course to the 3 Laws of Robotics and the emotional struggles a Robot can have with those laws. The other sci fi master, Philip K Dick, wrote a book called “Do Androids Dream of Electric Sheep”. That book was made into the cult classic “Blade Runner”. I watched that movie as soon as it came on video, probably long before it was appropriate for my age, and for the second time before the age of 12, my mind was blown away by a vision of the future, that felt hauntingly real to me. I have picked up many pop culture influences when growing up, but most of them didn’t make such a big impact like Blade Runner and Asimov’s Robots.

I was destined to go to the university and study physics but that is when exact science and my imagination became completely disconnected from each other . I had to drop out and that was the end of my space exploration career. A few years later this internet-thing started and I began making my first websites and audiovisual productions. In the mid-90’s I had started a small webproduction studio in Antwerp. Around the turn of the century, small was not a guarantee for success. So a few years later I started working at BBDO in Brussels. There I started making flash games, a lot of flash games. I became an Art Director and began making advertising concepts. In 2009 I left BBDO to continue working for different agencies with my one-man production studio: Slightly Overdone.

When I was making games I could do the designs, development and the concepts of the games. I liked making very physical games with a lot of mechanics simulations in them. I also discovered my interest in Character Design with the games. That’s how I first started going to the Pictoplasma conference in Berlin. I have been going to the conference every year since the beginning. The conference gathers Character Design enthusiasts from around the world and we have a lot of fun watching and making Characters for a couple of days. When I came back from the conference in april 2012, on Monday the 16th at 9 am more precisely, I got a phonecall from Niels Schreyers from the agency Boondoggle. His question was very simple yet it held all the potential to change make career forever. His question was: “Can you build us a Robot?

My name had come up, because I have made several interactive installations at BBDO that had gotten some attention in the industry. For example the Dodge Viper Bungee and the Mini Burn Unit.
My head was still filled with characters from the Pictoplasma conference so even though I had no idea what I was getting myself into, the only possible answer to his question was: “Sure!


Five weeks after that phone call Yummy needed to be on stage for a video shoot. The agency had created a campaign for Delhaize, a large supermarket chain in Belgium. Kids could collect trading cards, with food and ingredients in them, in the stores. They could then go to the campaign website and give these ingredients to Yummy the Kitchen Robot. Yummy would then present a recipe from somewhere in the world with these ingredients. So Yummy needed to appeal to children, he lived in a kitchen and he could perform simple movements with his arms and face. During the five weeks of development every flat surface in our house was taken over by robot parts. You can watch a timelapse here. I lived and breathed robots and I made the deadline with not a lot to spare. On the last night of the development phase, something not entirely unexpected happened. For the first time with his face complete, Yummy looked right at me, and a kind of emotional link was made between us…

Although sometimes very stressful, the development of Yummy was also very rewarding and a lot of fun. So I decided this was what I wanted to do with my studio: making physical stuff and Robots in particular. I decided at that moment I was going to be a roboticist. I started thinking about how Yummy related to the other Robots in the world. Robots usually have a purpose. They are perfect and very functional in nature. Yummy had none of these qualities. In fact he was very bad at a lot of things. When I showed him to other people I soon discovered he had other qualities, like imperfection, beauty, maybe even a form of empathy. He can be very engaging. Those are very important qualities to a character designer, but I could not find a lot of other examples in other Robots around the world. I started making more Robots, with very simplistic concepts. They were build in very tight constraints and that caused people to their operation as a kind of struggle. Their imperfections became a reflection of the imperfections of people looking at them. I got these kinds of feedback from showing my projects online and talking to people. It was very surprising to get these kinds of feedback, and also very encouraging… Nermahl is a drawing Robot and Bradley is linked to a Kinect controller. He is convulsively trying to mimic your posture when you stand in front of him, to that degree that you almost feel sorry for him.


Since my Robots don’t talk (yet) I had to rely on body language to communicate with the audience. I read about Desmond Morris and I always thought the idea of involuntary communication through body language very intriguing. That how I got the idea for the Kinesics project. The first project, the Pinecap, is a woolen cap with 9 pins on top. The pins rise or drop depending on the attitude of the person wearing the cap. With a softer approach the Magnolia-project does the same with an artificial flower.

HerbThe first idea of building Herb was very practical in nature. Yummy was way too big to take with me when I was giving lectures and workshops, so I wanted another character that weighed less. I had learned from other character designers that it is very normal for characters to start talking back to you, once you have constructed a enough of their background stories. So with Herb it was clear he was going to be a kind of hipster-woodsman crossover with three legs.

“Sooner or later Robots are going to kill us all,
but before they do, first they will steal our jobs.”

Since I started making Robots I also started giving a lot of lectures at conferences and in schools and agencies. Everywhere I went sooner or later somebody would make a joke about humanity being destroyed by Robots. It’s like this idea is a profound part of our culture. When reading online about Robots and society the idea of losing jobs to Robots is also very popular.It is obvious that the most advances Robots today are being build by military funded organisations. If you combine this with hundreds of popular sci fi stories, like The Terminator, The Matrix, Battlestar Galactica, Blade Runner and so on, where Robots do want to kill all (or most) of humanity, it’s not hard to see where this fear comes from.

Another important element is the quest of many roboticists to create the perfect artificial human. I had to pleasure to meet Hiroshi Ishiguro last summer in Linz, Austria. Without doubt he is a real robotics hero to me. The concepts behind his projects and the technical achievements he has accomplished are mindblowing. However, with my experiences in character design I am having some difficulties to instantly like some of his creations. The reason for this is the infamous “Uncanny Valley”.

Uncanny Valley

The hypothesis states that as the appearance of a robot is made more human, a human observer’s emotional response to the robot will become increasingly positive and empathic, until a point is reached beyond which the response quickly becomes that of strong revulsion. However, as the robot’s appearance continues to become less distinguishable from that of a human being, the emotional response becomes positive once again and approaches human-to-human empathy levels. (source wikipedia)

Many humanoid robotics projects get stuck deep in the Uncanny Valley, because it is really hard to do, despite the amazing technical challenges they are overcoming. Millions of Euro’s and Dollars are being spent on crossing that valley, and without doubt, sooner or later that valley will be crossed successfully, and roboticists will reach the bank of the perfect human copy. If you take a look at the graph you will notice there is also another bank on this valley. The left side is where the not-so-human Robots live. They can have all the technical capabilities like their cousins on the right side, but they don’t look human. They may have fur, or look like a kitchen utensil… I believe very strongly that this side is where a lot of very cool Robots can be created in the very near future. I hugely admire the work of Carla Diana. She is clearly on a similar track and I am really curious about her future projects.

The path to the spiritual side of robotics

During my brief conversation with Dr. Ishiguro he also told me about the question of a Robot Soul that was still on the table. I regret that I could not go into that topic more deeply during our brief encounter, because a Robot Soul was exactly what I had noticed that last night before Yummy’s deadline, when I had pieced the final parts of his face together. If a pile of nuts and bolts can make an emotional connection with an observer, than what else could that be but the first glimpse of an Robot soul…

If we think for a moment about a human soul. Among many different interpretations, by my opinion, it is something that links all humans together. Remember when Felix Baumgartner was jumping down from the edge of space ? Millions of people were watching his experience live because we all realized Felix is also a human being like us. His jump made all of humanity a little cooler that day. The same happened with the 7 brave men that walked the surface of the Moon. Many of us don’t know what they were doing there exactly, but what really mattered was that they were human beings, just like us, with arms and legs and a head, just like you and me. We were all on the Moon those days with them. (Even if many of us weren’t even born yet.)

Now if we take a look at what Nasa did with the Mars rover Curiosity. It was inconceivably difficult to get that Robot down there, but now he is there, doing his job, in very harsh conditions, day and night. He is a true Robot hero. So isn’t it a little sad he doesn’t look more like a space exploration hero ? Curiosity looks very ready for the job at hand. There is no doubt about his purpose there, but where is his emotional appeal ? How can I make an emotional link to this machine ? There must have been people at Nasa who thought about the emotional link, because they gave him, for instance, a Twitter account, so you can talk to him. He never answers me by the way. I am probably asking the wrong questions. Imagine for a moment what it would be like if the Robots on Mars would look a lot more like character we can relate to. Can you imagine then how many people would follow the missions every day ? “But why would humans want to emotionally relate to a machine ?” To answer that I will look at the numerous stories and movies where people do want to make this emotional connection, like Wall-ERoy Batty in Blade Runner and many others. I can witness this everyday with the Robots I created, when I see how my kids interact with them.


If we go back to the previous popular statements about Robots I would like to alter them like this:

“Robots don’t need to kill us, they will still be here long after all humans are gone, they will own the world soon enough, and before that happens, they will have the amazing adventures we humans will never be physically capable of. 


Let’s all make Robots !

To conclude I would like to acknowledge that I am taking a lot of inspiration from very fantastic resources like movies and sci fi stories. In a way I am still the 6 year old boy that is trying to escape this planet to go on an adventure, but before you think this is all the rambling of a grown man with a pending mid-life crisis, I want to reassure you that this is not some extreme form of escapism in my mind. To the contrary, it is the exact opposite. It is very normal for 6 year old boys and girls to make up fantastic dreams and adventures. Those dreams then escape into the vastness of space and time, often never to return to them in their adult life. That is a huge loss I believe. Can you image the enormous potential of the dreams that are already out there ?

Jan De Coster

See other projects on Slighty Overdone

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The Jummy Machine

 Today is a big day, as I can finally tell you about the big project I’ve been working on for the last 5 weeks. The Jummy Machine is a robot that moves with over 14 motors, controlled by a MegaDuino board, with a wireless link to a flash interface, which I used to do the “acting” during the shoots. I made this project for Boondoggle and their client Delhaize. The Jummy machine is the star of a website, that teaches children about different kinds of food from around the world. In stead of hiring a 3D artist for this job, they made a very courageous move and decided to build this machine for real. I couldn’t agree more of course. The level of detail I could put into this character can, in a 3D model, only be matched by big studio’s like Pixar. (or maybe with the exception of Rizon 🙂 )

In this project I could combine two of my biggest passions, interactive installations and character design. I will tell you more about the different challenges I faced, during the next weeks, when I complete more making-of video’s and documentation. You can visit the actual campaignsite by Boondoggle here. Watch my making of the portrait below:

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Cooking @ Multi-Mania 2012

Early this year I was asked to give a presentation on the 22th of May at Multi Mania 2012, by the Adobe Usergroup Belgium. They wanted to know what I had been up to since I gave the last presentation for them a year before. Without any doubt, the highlight of 2011 was certainly  the MINI Fan The Flame campaign by Agency/TBWA, to which I contributed. As you could read earlier, I had built the burn unit and the rope. But in the meantime I was pretty tired of the smell of burning hemp rope, so I got the idea to cook lunch during the lunch-session on stage, while I was giving the rest of my presentation, on the main stage. It was an excellent opportunity to check “live cooking on stage” of my bucket-list.

Many western European carnivores consider the smell of bacon on of the best smells in the world, so that was an easy choice. Also, you can still eat bacon no matter how burned it is.

The bacon didn’t fail. The smell filled the large hall in no time and people were soon wishing they had stayed in line for the lunch outside.

The technical setup was very easy, because I choose to work independent from the internet connection at the venue, with my own WiFi router inside the burn unit. While I was at it, the router could also provide a  connection between my presentation and the clicker in my phone. Off course I wasn’t counting on 800 people trying to connect to the tiny D-link router, so I ended up walking back and forth to my mouse…Another lesson learned.

The first batch of bacon was “done” in less then 10 minutes. Needless to say, and I have to credit my friend Marc for this next one, that it was “Slightly OverDone”.

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Speaking @ Multi-Mania 2012

I’ve been invited by Adobe User Group Belgium, to give a follow-up presentation on the one I gave last year, about game development and interactive installations.

Check out the conference here:

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MINI Fan The Flame: Making of

The Making of MINI Fan The Flame 2012

Ever since I first heard about the Arduino project in 2008, I was waiting for a challenging project with this cool piece of hardware. That challenge finally came in December of 2011.

I was riding on my bike trough Mechelen one sunny afternoon in November when I got a call from my friends at “We have an idea that we want to check with you. We have this car attached to a rope on a ramp and there’s a burner under the rope.  People can push a button online and the flame ignites. Can you make this?” For this I had to step of my bicycle for a minute.
“hm, sure…

1. Technical study

The location of this installation was to be the parking of the bi-annual car trade show in  Brussels. The location is very relevant, with more then 30.000 visitors of the trade show potentially walking past the installation every day. That also meant the deadline was only 4 weeks away. At this stage the people of TBWA still needed to convince MINI and the organizers of the trade show, this installation could be build, and preferably, be safe to operate for everybody. So first I did a technical study of this setup.

We needed:

  • a car on a ramp
  • a unit that produces fire, connected to the internet
  • a rope that can hold the car, but that can break after a certain time
  • the rope is firmly attached to a frame so that it is horizontally positioned
  • a second cable it connected to the car to check if the car is still connected
  • camera’s so everybody can see the flame live at home
  • to make sure the unit doesn’t go up in flames every now and then…

Lacking a 3D model from the Mini, this Nissan Pickup did the job just as well.

The height of the rope or flame can be adjusted, depending on the number of fans. The burner unit should be protected from the burning rope.

And a few extra’s: The installation is in open air, in the middle of winter. It has to stay operational for at least 14 days with minimal intervention or maintenance.

Luckily this plan got the approval from everybody involved so we could get to work.
I became responsible for the production of the burn-unit and the construction of the rope. Both these elements are closely linked since we didn’t want the contest to be over after the first few burns. We needed a visibly powerful flame, and a rope strong enough to endure the fire for long enough.

2. Electronics

It was clear Arduino was the way to go. It is connected to the internet. The unit receives burn-commands and ignites the flame. It also sends back info on the status of the unit. (is the car still connected? is there fire or water in the unit? )

So my Arduino gets an ethernet shield, a thermocouple and connections to the other in- and outputs.

It helps to plan the layout of different buttons and switches.

3. Burn unit construction

Next the unit needed protection from the winter elements.

And finally putting everything together.

The electronics are protected by a flame deflector, with a gutter to gather burning pieces of rope. On top you can see the electronic Bunsen burner that was rigged to be operated by the Arduino. In front the gas container, which was later replaced by a larger container.

In the meantime all of 2011 was almost over, and it was new years eve. So it was time to reassure the clients that everything was on schedule and we would have an operating installation in 7 days. (although there were still many sleepless nights ahead)

Below you can watch the video I sent to the clients on 31/12/2011 17:00 pm. (dutch)

4. Rope construction

Parallel with the electronics, an even more challenging task was the production of the rope. We didn’t want the rope snapped after half a day, but preferably before the beginning of spring 2012. Metal would have been a very predictable material, but the burner was not powerful enough. During the pauses between burns, the metal would cool again. I tested all kinds of plastic ropes, but in the end the answer lay with natural fiber. These fibers never melt, and are very durable. The best of all turned out to be hemp rope.

The problem with a natural fiber is that you are not 100% sure of it’s strength, on every cm of rope. So I twisted 4 12mm ropes together to balance the load. This also made a much thicker rope, which was more aesthetically pleasing and that way the flame had more meat to shew on. I had to try dozens of techniques to get to a reasonable result. Medieval stuff…

Then testing began. Night and day the burner unit kept spewing flames at the different rope constructions, to determine the right kind of twist. I was still testing ropes when we were already constructing the installation at the car show…

5. On Site !

Then the big day came. Everything came together. The website was launched. The guys from did an excellent job, to make sure all these thousands of people could push a virtual button online, to trigger the burn unit on site.

The elements weren’t too kind to my burn unit. There were planned maintenance moments every other day, before the break of dawn. There were mornings when I had to scrape the ice of the unit.

But in the end, it just kept doing it’s job. All 28.956 burns, for 12 days in a row, day and night, until finally…

This is the story of MINI Fan The Flame from my part. That part was mainly technical, the Concept and Art Direction was all by the hand of the talented creatives from and TBWA. Many people were involved in this project, and all were essential to make this happen. Not the least the guys that made this back-end website.

For the agencies TBWA and this case promises to become a big success. The original target number of fans on Facebook was already reached in the first days of the campaign, and it went past 21.000 fans, in just 2 weeks! The case will continue to draw attention in 2012. Watch the case movie by TBWA/ below.

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Back by popular demand: Company Name Generator

You can give it a try by clicking here.

Back in 2006 I was desperately looking for a name for my studio. At a certain moment I became convinced that that choice could only be made by chance. Or at least, I could the random() function in Action Script help me decide on a studio name.

So I made this simple application that helped me visualize random studio names. And when it was finished I had many happy moments clicking away at the application, looking at the marvelous words flash was producing for me.

The most important thing I learned from this experiment was that the choice of a studio name should NOT be left to chance for me. In fact: the answer was there right in front of me. Not in the words generated by the application, but in the process leading to the production of this application. My studio name became… Slightly Overdone.

Since then I heard that some other people had a lot of fun with the application too. So I brought it back and I enhanced it a little, so you can put your own activity in there. Now you can look for a name for you bakery, grocery store, plumbing business or even a lemonade brand, and I’m sure it’s also very suited for inventing names of Icelandic volcanoes. Have fun, and let me know if you get anything really cool from it.

Start looking for your answers too by clicking here.

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HADHI: Moving Fairtrade

Early this year I was contacted by two charming women, that own a fair trade design shop in Antwerp. They asked me to make a fair design website, and so I did. The design is Slightly Overdone and was constructed on the existing HADHI-logo and the stylish product shots, all taken against a black backdrop. The first version of the site launched in april this year, but I didn’t get to posting something about it on this blog.

photo by Jan De Coster

Early this month the shop moved to a great new location in the Nationalestraat nr. 76 in Antwerp. De site got updated and we added a lot of wonderful new items to the online catalogue. So now is a perfect time to present this website once again.

A Facebook share-button below every product, makes it particularly easy to inform your friends about the things you like. Remember: That could come in handy when they go out for Christmas-shopping.

Unfortunately the website was recently replaced by a simpler version that is more friendly to iPad users and online buyers.

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Winning prize “Ga Voor Geluk 2010”

Left to right: Jan Toye, Grieke Forceville, Jan De Coster, Marc vande Gucht

The organisation “Ga Voor Geluk” (Go for happiness) awarded a prize of 10.000 euro to our project Prevention 2.0 this year.

Tonight we received the gigantic cardboard bank cheque at the Palm Breweries. Thanks a lot! The funding is very welcome!

Read more about the price and the project on Belga:;jsessionid=C17980090B5379B8FECC8E63BDE6AB3A?pressId=14140&searchKey=1&languageId=EN

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Presenting Prevention 2.0 at IASP Conference in Rome

Left to right: Jan Mokkenstorm (113Online), Grieke Forceville (CPZ), Jan De Coster (CPZ), Veronique Hoste (University of Ghent)

After several national conferences, and the E-mental Health Congress in Amsterdam last year, I was invited to present the Prevention 2.0 project at the European IASP Conference in Rome, early September. This has given the project a lot of momentum now, and maybe it’s time for a small recap below:

We have to be aware that the flow of messages and information on the internet also includes distress calls, often from people who think of suicide and are seeking help. These people don’t always benefit from the direction of the flow, but need special attention. A calmer flow.

Web 2.0 makes the internet a platform where users can interact with each other. Project Prevention 2.0 responds to this. It arose from the concern that people, especially young people, share their suicidal thoughts through internet social network sites and forums, but do not always receive good responses. Moreover, seeing or reading about suicidal behavior can lower the threshold for other vulnerable young people and raises the risk of imitation. Web 2.0 also provides an opportunity for the young audience, especially young girls who are at risk for suicidal attempts, to get in contact with the Suicide Line without them actively searching for us. The sooner we intervene in the suicidal process, the easier we can guide someone to help-seeking-behavior.

More here:

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Build a kick-ass flash pinball game in 20 easy steps

Last summer I was commissioned by Tequila/Agency to build a hyper-realistic pinball game, to fit in their launch campaign for the new Nissan Juke. A small SUV city car.

You can see the result on this link
As cool as the end result looks, by my humble opinion, the process of getting here is even cooler (and it’s not even completely finished). Below you can see a small collection of images documenting the production process.

20 easy steps to build an online pinball game

Step 1: Find a really cool vintage pinball machine

Step 2: Get lots of technical info on pinball machines
Step 3: Get your pinball machine to a studio (and find a hammer)
Step 4: Check out inner workings for fire-hazards
Step 5: Clean dirty parts for better electric contacts
Step 6: Learn to trust your pinball machine
Step 7: Disassemble upper parts, and document every part
Step 8: Further disassembly until every part is removed from the playing field
Step 9: Get tracing paper and trace positions of different parts on the playing field
Step 10: Make cardboard versions of upper parts
Step 11: Make paper template of playingfield
Step 12: Make vector version of template
Step 13: Marvelous design by An Gielens from Agency/Tequila based on this template
Step 14: Get some lighting in your studio
Step 15: place a blue key on the playing field
Step 16: place a greenkey on upper parts
Step 17: make some close up shots of the ball interacting with the machine
Step 18: fit a print of the real design on the machine
Step 19: Shoot your pinball machine, and place the design on the blue- and greenkeys. Get a book on Actionscript 3 and make a flash version of the machine.
Step 20: Finally ask the development guys from Agency and Tequila Belgium to build a kick ass interface and website around the game.

Go play this game here:

I know what I did last summer 🙂
Design and Concept by Tequila/Agency Belgium
Campaign made for launch of Nissan Juke in September 2010

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