We are developing Ahoge plugin, that generates hair inside NURBS. This script converts NURBS surfaces into polygonal tubes and connects them as deformers to the original NURBS surfaces. This allows using Maya's full set of sculpting brushes to modify the curls shape like in the video. 
    You will find the installation and usage guide "Installation.pdf" in the archive.   If you don’t want to install as described in the manual, simply open createSculptNURBSWindow.mel in the Script Editor, remove the two slashes (//) on line 168 before the createSculptNURBSWindow() command, then press Ctrl+A to select the entire script and drag it to the shelf using the Middle Mouse Button.