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Have you seen these 3D robotic arms by SUTD on our public buses?

Have you seen these 3D robotic arms by SUTD on our public buses?

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The Singapore University of Technology and Design (SUTD) is dipping its toes into 3D bus advertisements with a new set of complex ads that feature massive three-dimensional robotic arms sticking out of the roof of buses. 

The new 3D bus advertisements are part of a new “School for Innovators” campaign by the school. It is also the most complex of all bus ads to-date that it has done, it said in a statement.

Don't miss: Have you seen these themed MRT trains by the National Arts Council yet?

The ad will be seen on a total of six buses, on services 39, 107, 174, 74, 196 and 502. The first set of three buses features two massive robotic arms, which measure 4.2 metres in length and 0.7 metres in height, fitting the roof of the bus, while another pair of robotic arms, fitting a window and the door of the bus.

The entire 3D installation spans about 6.3 metres, covering more than half the bus rooftop. It is about three times bigger in volume than a typical 3D bus, making it the largest 3D installation on a bus to-date, it said. 

According to Moove Media, which was tasked with the production of the complicated structures, a total of six fiberglass production experts spent about 28 days working on the project – three times longer than normal 3D bus ads.

In all, the execution involved a total of about 600 man-hours of conceptualisation, design and production to bring the idea to life.

A variety of robotic arms were also used on the SUTD campus, including the University's Fabrication Lab (Fab Lab) to design and build virtually anything with machines such as 3D printers, laser cutting and engraving systems as well as a water-jet machining centre.

The Fab Lab, which is the first-of-its-kind in Singapore, houses state-of-the-art machinery under one roof and enables SUTD students to transform their creative ideas into tangible products, and eventually, into meaningful outcomes and innovations to serve societal needs.

The second series of bus ads will roll out from 8 February and will be a replica of SUTD’s two-seater electric race car. The actual electric race car was created
using a host of 3D printing and artificial intelligence (AI) technologies as part of the Electric Vehicle Additive Manufacturing (EVAM) project in 2020. Two gigantic robotic arms can be seen installing tyres onto each side of the replica.

“This campaign showcases SUTD as a university which debunks traditional concepts of what a tertiary institution looks like," said Tammy Tan, chief communications officer of SUTD.

“Instead of just using pen and paper, our students use robots as stationery. In place of theses, they design and build creative and innovative solutions for real-world problems. Put simply, they are the next generation of design innovators,” she added.

The 3D bus ad campaign is a lead-up to the school’s annual open house that will take place on its campus in February.

“These robotics 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,” said Nelson Low, head of creative at Moove Media.

MARKETING-INTERACTIVE has reached out for more information.

Ads on public transport have been upping their game this year. Recently, it was revealed that commuters on the North East Line will be greeted by a themed train decked out with selected art works from Singapore Art Week 2024 (SAW) from 8 to 28 January 2024, as part of a three-year partnership between the National Arts Council (NAC) and Land Transport Authority (LTA)

Seven train stations along the same Mass Rapid Transit (MRT) line have also been enlivened with murals as part of the partnership.

Join us this coming 24 - 25 April for #Content360, a two-day extravaganza centered around four core thematic pillars: Explore with AI; Insight-powered strategies; Content as an experience; and Embrace the future. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

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