JAECOO turn BFI IMAX rooftop into giant compass in bold brand debut

Automotive disruptor OMODA JAECOO has kicked off its partnership with Uncommon Creative Studio with a media first — becoming the first brand to take over the rooftop of London’s BFI IMAX.

In a striking media-first activation the team installed a giant working compass above the cinema, pointing to real-life UK destinations and inviting Londoners to embrace spontaneous adventure.

From Seaford to Snowdonia, each direction came with a precise distance and bearing, alongside the rallying call: “This time tomorrow you could have no idea where you are.”

Created with WPP Media’s Wavemaker and executed by Ocean Outdoor, the installation stretched over 1,256.6 m², turning a central London landmark into a signpost to escape.

It marks the first creative expression of Uncommon’s project-based partnership with OMODA JAECOO, with a full campaign set to follow in February 2026.

Uncommon’s Lucy Jameson said: “Putting a compass on the BFI IMAX wasn’t just about grabbing attention — it was about creating something meaningful, directional and optimistic.”

For JAECOO UK CEO Gary Lan, it’s “an iconic statement of intent” for a brand aiming to redefine how car companies engage with culture.