APG|SGA ‘ROLAND’ — 3D RAIL EBOARDS

BRIEFING

We were briefed by APG|SGA to come up with ideas for their 3D Out-of-Home Rail eBoards. After an intense phase of brainstorming concepts, we landed on a playful, character-driven direction starring Roland—a format built to stop commuters in their tracks and show what spatial 3D can do in busy stations.

APPROACH

We build a character-led, smile-inducing spot that feels almost touchable on large Rail eBoards: bold depth cues, snappy animation beats, and a self-ironic “main character” energy. The creative leans into the medium’s strengths—big canvases, prime concourse placements, and crisp 3D reads—to make Roland the unmistakable face of the format.

MAKING OF

We had a lot of fun crafting several character designs—starting as pencil sketches, then translating them into 3D, rigging, and animating by hand to keep a lively, human touch. For station playback, we tuned camera angles, parallax, and timing for a clear 3D effect across sightlines, then delivered modular phases (tease → trigger) for maximum on-site impact.