The Singapore University of Technology and Design (SUTD) has taken a giant leap in educational advertising with its ‘School for Innovators’ campaign. In a first-of-its-kind initiative, SUTD has collaborated with ComfortDelGro’s advertising arm, Moove Media, to create a massive 3D installation advertisement on Singapore’s local buses.
A Spectacle of Innovation
This unique campaign features a pair of 3-dimensional robotic arms, each measuring 4.2 metres in length and 0.7 metres in height, protruding from the bus roof and sides. Spanning about 6.3 metres, the installation covers more than half the bus rooftop, making it three times larger than typical 3D bus advertisements.
From Concept to Reality
The creation of this intricate installation required approximately 600 man-hours of conceptualization, design, and production. The robotic arms, crafted in SUTD’s Fabrication Lab (Fab Lab), showcase the university’s advanced resources like 3D printers, laser cutting systems, and a water-jet machining centre. These facilities enable students to transform their innovative ideas into tangible products.
Expert Collaboration for Complex Structures
Moove Media’s team of six fibreglass production experts dedicated 28 days to produce the complex structures, highlighting the campaign’s intricate craftsmanship.
Beyond Traditional Education
SUTD’s campaign aims to demonstrate that tertiary education extends beyond conventional methods. The installation art symbolizes the university’s commitment to creative and hands-on approaches in solving real-world problems.
A Fleet of Innovation
The campaign features six buses, three of which are adorned with robotic arms. A second series, launching on February 8, will showcase a replica of SUTD’s high-performance two-seater electric race car, emphasizing the university’s prowess in 3D printing and AI technology.
Annual Open House and Future Vision
Coinciding with SUTD’s annual Open House in February, the campaign is a testament to the university’s innovative spirit. Tammy Tan, SUTD’s chief communications officer, articulates this vision: “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.”
A Challenge Turned Triumph
Nelson Low, head of creative at Moove Media, reflects on the project’s complexity: “These robotic arms are by far one of the most difficult 3D installations that Moove Media has had to fabricate. To better capture the intricate details, we used 3D printed mock-ups before fabricating the actual installations in fibreglass for durability.”
SUTD’s groundbreaking campaign not only captures the essence of modern education but also serves as an inspiration for future generations. By merging technology with creativity, SUTD is paving the way for a new era of design innovators, ready to tackle real-world challenges with innovative solutions.
