Everything is Essential

Today, pioneering automotive brand OMODA launches Everything is Essential, a bold new campaign for the OMODA 7 featuring thousands of real flowers, three tons of water and a clowder of live cats. Marking the first work with Uncommon Creative Studio, the campaign signals a confident step into the UK market — showcasing OMODA’s innovation and design through craft-led, culturally fluent storytelling.

Created by Uncommon, the campaign takes a social-first visual approach, pairing distinctive, almost GIF-like visuals with ASMR-inspired sound design. In doing so, it deliberately moves away from the category’s familiar tropes of rugged terrain and high-speed performance, offering a more playful, sensory take on automotive advertising.

The work comprises three striking films, each spotlighting a different element of the OMODA 7’s in-car experience — from intelligent fragrance settings and insulated noise-reducing glass to a 745-mile hybrid range, 14 speakers and 256 light modes.
In a world that prizes minimalism — a car packed with this much innovation, technology and unique features is counter cultural. The work leans into this maximalist nature celebrating how everything really is essential to satisfy our human need for more.

EVERYTHING CAPTURED IN-CAMERA
Together, the films present the OMODA 7 as a car defined by atmosphere and sensory detail, created for a style-conscious audience. Each execution was captured entirely in-camera placing physical craft at the centre of the storytelling.
The first film explores the vehicle’s 745-mile hybrid range in one tank of fuel and charge — brought to life by subjecting the car to every weather condition in the UK you might encounter to show its range. Over the course of the shoot, three tons of water were dropped from ten meters custom-engineered rigs, fans and manual releases, while additional mechanisms generated rain, dust, leaves and snow.