Singapore – The Singapore University of Technology and Design (SUTD) has unveiled its newest ‘School for Innovators’ advertising campaign, which features a massive 3D installation advertisement in Singapore’s local bus service.
Partnering with ComfortDelGro’s advertising arm, Moove Media, SUTD has installed a pair of 3-dimensional robotic arms, measuring 4.2 metres in length and 0.7 metres in height, sticking out on the roof of the bus and another pair on the window and the door.
The entire 3D bus installation spans about 6.3 metres, covering more than half the bus rooftop. It is also about three times bigger in volume than a typical 3D bus, requiring a total of about 600 man-hours of conceptualization, design, and production to bring the idea to life.
The robotic arms used on the installation were created in SUTD’s Fabrication Lab (Fab Lab), which boasts high-performance machines such as 3D printers, laser cutting, and engraving systems, as well as a water-jet machining centre that students use to turn their ideas into tangible products.
Meanwhile, Moove Media handled the production of the complicated structures, with a total of six fibreglass production experts spending about 28 days working on the project.
SUTD’s new campaign aims to show that tertiary institutions can be more than just pen and paper. The installation art highlights their creative and hands-on engagement in making innovative solutions to real-world problems.
A total of six buses were employed for the campaign, three of which featured robotic arms. The second series, on the other hand, will roll out on February 8 and will feature a replica of SUTD’s high-performance two-seater electric race car made from 3D printing and AI technology. The replica bus will show two gigantic robotic arms installing tyres on each side.
SUTD’s campaign comes as part of its annual Open House, which is set to take place in February.
Speaking on the campaign, Tammy Tan, chief communications officer at SUTD, said, “This campaign showcases SUTD as a university that debunks traditional concepts of what a tertiary institution looks like. Instead of just using pen and paper, our students use robots as stationery.”
She added, “In place of these, they design and build creative and innovative solutions for real-world problems. And in lieu of lectures, they engage in creative, hands-on discussions with fellow students, faculty, and enterprises to find innovative and meaningful solutions for a more sustainable future. Put simply, they are the next generation of design innovators.”
Nelson Low, head of creative at Moove Media, also shared, “These robotic arms are by far one of the most difficult 3D installations that Moove Media has had to fabricate, and we are excited to have been able to pull them off despite their complexity in the fastest time possible. To better capture the intricate details of the robotic arms, we had them 3D printed for mock-ups. The actual 3D installations are then fabricated in fibreglass for durability.”