Uniting Efforts for Enhanced Outcomes Through A.I. Integration - PTC Commuter Week 2025 Pitch

  • Pitch
  • Campaigns
  • Social Media

OverView:
Our team's efforts has won 2023's pitch from the clients, and we look forward to achieve more with 2025's campaign. This task will be one of the tasks that our team use A.I's help to complete. The Land Transport Authority (LTA) is spearheading the CCW as part of an ongoing movement to foster a gracious and caring commuting culture across Singapore. The campaign seeks to:

  • Raise public awareness of considerate commuting (the "pledge")
  • Encourage practice and spread of considerate behaviours
  • Recruit more CCCs to advocate and role-model kindness on the transport network
  • Drive participation in interactive touchpoints such as the Escape Room and roving exhibitions
  • Mark the milestone 5th anniversary of CCW

Target Audience:

  • Daily public transport commuters (all ages)
  • Youth and students (for succession in champion roles)
  • Working adults who regularly ride MRTs and buses

Key Visuals (KV) and Design Expectations (From Client):
The KV should resonate with both MRT and bus commuters and reflect the warmth and inclusivity of the Caring SG Commuters movement.

Mandatory Elements:

  • Caring Commuter Week 2025 Branding (tagline, event detailes)
  • Illustrations/graphics of the 5 considerate commuting behaviors mentioned in client's pledge.
  • Caring Commuter Champin in a black CCC t-shirt as the central figure.
  • Inclusive representation with diverse commuters.
  • Strong modern visual storytelling and avoid generic clipart or overlay simplistic flat cartoon designs.

  • Date:June 2025
  • Client:Public Transport Council
  • Role:Art Direction
    Key Visual
    Pitch
  • A.I:ChatGPT
    Sora
    Pikaso
Job brief Direction 1 - Because We Care
Job brief Direction 2 - Small Acts Big Impact

Initial Brief and Ideation

"The journey of a thousand miles begins with one step" - Lao Tzu

Upon receiving the job brief, the creative team—including account servicing members—collaboratively leveraged ChatGPT to rapidly generate a range of concept visuals. There was strong mutual consensus that the Caring Commuter Champion (CCC) must be positioned prominently within the campaign’s visual narrative.

Iteration and Review:
A key turning point emerged when the copywriter introduced an image concept featuring the CCC “breaking the fifth wall.” This direction was quickly recognized as uniquely compelling by the team, offering a fresh sense of engagement and narrative dynamism not seen in the earlier iterations.

Next Steps:
A key turning point emerged when the copywriter introduced an image concept featuring the CCC “breaking the fifth wall.” This direction was quickly recognized as uniquely compelling by the team, offering a fresh sense of engagement and narrative dynamism not seen in the earlier iterations.


Look and Feel

Exploration of Visual Styles:
To expand our creative horizons, we used ChatGPT to further probe possible directions for the key visual. This exploration spanned various artistic styles and inspirations, including:

  • American comic-book aesthetics
  • Classic 90s video game graphics
  • Infographic-style illustrations

We've sat down and discussed what will be the suitable approach to take us further. Something came into my mind that due to lack of 3D skill and relavant tools, our pitch or designs are mainly are 2D and flat designs. But with the use of A.I, it will be achievable for showing the ideas. Therefore, I propose to use 3D claymation approach, because i believe it has more link to client's objectives.

approach

3D claymation work best to represent the overall feel.

goals

To further apply the 3D claymation treatment to overall KV.

First draft's feedback and Visual Realign

'Instead of me having a breakdown, I'm focusing on me having a breakthrough.' - Terrell Owens.

After receiving the brief, I developed an initial draft to establish the visual foundation for presentation to the team. This first version is a 3D-rendered poster for Caring Commuter Week 2025, adopting a playful, cartoon-inspired style with clay-like figures inside a train carriage. On the left side of the scene, two mature men—one with brown hair, the other with gray hair—are seated, portraying ordinary commuters. To the right, a young man with brown hair, wearing a green shirt marked "CCC," is shown offering his hand to an elderly woman with gray hair, who is seated and holding a purse. The composition captures a typical MRT moment, emphasizing the Caring Commuter Champion (CCC) assisting those in need.

As anticipated, team feedback focused on the need for additional refinement and creative enhancements. There was a clear suggestion to rework the composition so that the CCC is facing the viewer directly, reinforcing engagement and making the act of care more immediate and impactful.


Challenges

While we recognize that A.I. possesses the capability to generate a wide variety of visual styles with apparent ease, the results are highly dependent on our ability to align on a shared vision and craft precise, effective prompts. Despite our collective efforts over two days to produce a diverse range of images, it became clear that reaching a consensus on an ideal visual outcome is challenging without unified direction and clearly articulated prompts. As a result, although many images were generated, none fully captured the concept we were aiming for.

approach

I found that using single prompt to generate the whole image is really time consuming and hard to get the ideal image.

Solutions

Instead of focusing on Single prompt for the KV, I suggest all members to use Dual or multiple Prompts to generate characters for KVs

Left or Right?

With clear direction to get all team members to work on, all the Mrt passengers are created seperately, with same visual styles and each of them have their unique appearances and actions. Now i have all visual elements gathered, and will be next to compile them to the Key Visuals. 2 options were created, with slightly different settings. One with lines to show 5 Cares, wherease the other one use characters to show the 5 cares.

In the end, i've selected the cleaner versions, where all characters will be shown clearly at the prominent space, and it's ideal to adapt to different mediums.

Real Life Impression 1 - Escalator
Job brief Direction 2 - MRT Platform

Lessons Learned

With clear direction to get all team members to work on, all the Mrt passengers are created seperately, with same visual styles and each of them have their unique appearances and actions. Now i have all visual elements gathered, and will be next to compile them to the Key Visuals. 2 options were created, with slightly different settings. One with lines to show 5 Cares, wherease the other one use characters to show the 5 cares.

In the end, i've selected the cleaner versions, where all characters will be shown clearly at the prominent space, and it's ideal to adapt to different mediums.