Critical Mass is a team of 1500 inspired folks based in 12 offices around the world. We provide full-service digital capabilities for the greatest brands on Earth, but our secret sauce is our uncompromising design standards, our relentless focus on customers, and an ability to put powerful new technologies to work for our clients. We’re sought by brands who strive for connected digital ecosystems, and we help them get there by gaining deep insight into their consumer and orchestrating data, AI, design, media, and tech stacks around human stories.
We’re a global agency founded in Canada, but digital is our home. If you know us, then you know we’re a special, quirky place that attracts big talent and tiny egos. (We actually give out a “so F-n nice” award—lots of them). But just because we’re friendly doesn’t mean we’re not a force to be reckoned with. We’re driven. Relentless. We live our values and hold ourselves to uncompromising design standards (which is probably why our clients stick with us for 7 years, on average). We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries).
We’re Critical Mass, but our friends call us CM. Please call us CM!
In such a cluttered digital space, how do you slash through the streaming noise? Answer: Four living legends—and an 80-foot-tall ghost mascot.
To re-establish BMW USA as a leader in automotive luxury, we help clients tell better stories about the BMW difference—the soul of the brand’s premium status. They count on us for breakthrough design thinking, technology enhancements, and evolving data and analytics ecosystems.
Revealing DIRECTV’s rebrand with familiar faces and unforgettable stories. Serena Saves the Day: Building from our client’s partnership with Serena Williams and DC Comics, we crafted a narrative that brought Serena and Wonder Woman together to fight for Equal Justice.
Diageo is one of the largest B2B spirits retailers in the world. They wanted to enable a clear role for customer engagement and build a "world-class" D2C and e-commerce proposition and rebrand for their digitally native brand, Malts.com.
After a nearly three-year hiatus, AT&T commercial spokes-character Lily Adams returns today in a pair of perky spots from BBDO L.A. and Critical Mass.
To connect fans with the brand while they #ParkItForNow, Critical Mass partnered with @infiniti to create Carigami—printable INFINITI models to self-assemble at home. Become an INFINITI master crafter and download your #Carigami here: https://bit.ly/3c5Errw
Over the last 30 years, countless stories, experiences, and memories have been made on the road with INFINITI at the heart of them all. 30 Years Forward, our latest social campaign with INFINITI, takes you on a trip down memory lane.
We partnered with INFINITI to create an immersive social experience that puts users in the driver’s seat of the INFINITI Q60. Using Instagram’s latest quiz sticker, Quick Reactions, we demonstrated the “quick reactions” needed for real-life performance driving.
With a 1000% spike in search traffic on “how to move to Canada”… The CM Guide for moving to Canada.
Time has a way of slowing down when you’re in the snow zone. We captured this in 360 Cinemagraphs.
Butterfly Home is a safe learning center & surrogate family for wrongly imprisoned children in Nepal
5 women discussing the right to vote. The Pink Tea conversations as an audio / art installation.
We developed the Sunglass Hut website to position them as the fashion authority for sunglasses, by connecting fashion inspiration and eCommerce.
Using Apple’s iBeacon we created a land mine simulation titled, Sweeper, debuting it an exhibit at the New York New Museum.
The #ResolutionRescue campaign helped to save people’s new year resolutions. For each tweet, we created a personalised animated video response.
The Ultimate No Make-Up Selfie was a social campaign with Vloggers to encourage young women to stay safe from UV rays during summer #loveyourskin
CM launched the Greatest Shot on Earth, Fire Eater, with 360 digital communications & a VR high dive through rings of fire (Oculus Rift) in bars.
CM helped launch the Nissan #RedThumb initiative across social, website & a partnership with The Voice to encourage people not to text & drive.
For Travel Alberta we hacked Instagram & invited 5 photographers to hike, snap & map. Each Instahike encourages visitors to discover the trails.
mi adidas is a seamless, live-anywhere experience, from customisation to sharing to purchase; from online to mobile to in-store and back.
A new brand relaunch was created to make green accessible to all. The campaign spanned online, media, seasonal, social, retail and celeb tie-ins.
A mobile-first, second screen experience that transforms people from passive viewers to active participants.
Using one of the first applications of Kinect for Windows SDK. The experience recognises human gestures and enables a truly immserive experience.
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