Critical Mass was founded when a design visionary and a successful entrepreneur came together with a focus on digital experiences in a rapidly evolving space. Over the next 20 years, we helped global brands reimagine digital and transform their businesses though strategic consulting, innovative creative ideas and cutting-edge technology thinking.
Today, we are 950 employees across 11 global offices. Even though we’re much bigger than when we started out in Calgary, we remain true to our roots—we’re transparent, honest, passionate, and have a can-do attitude that our clients notice and appreciate. Our executive and global leadership team use an open and accessible management style to drive our success on all fronts: innovating our work and services, mentoring our talent, and ensuring we deliver of industry-leading work. We believe this is core to our success as a digital leader.
We are now majority-owned (99%) by Omnicom Group Inc. (NYSE: OMC).
Omnicom is one of the largest holding companies for global advertising, marketing, digital and communications services firms. Their global revenue is over $15 billion, and they have more than 5,000 clients in over 100 countries.
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Project made for INFINITI in the Automotive industry for a B2C audience in 2019.Taking a luxury vehicle for a ride on a racetrack is typically out of reach for most people. Using Instagram Stories, we partnered with INFINITI to create an immersive social media experience that enables users to feel like they are behind the wheel of an INFINITI Q60—on a racetrack no less. Quick Reactions was powered by Quiz stickers, Instagram’s latest feature for Stories, and tested how quick users’ reactions were in a choose-your-own-adventure-style experience, which allows them to customize the look of their Q60 while revealing how they would react in different situations on the track.
Project made for Lactaid - Johnson & Johnson in the Beverage industry for a B2C audience in 2019.We partnered with Lactaid to celebrate the age-old combination of cookies and milk, with a whimsical twist. From Halloween through Christmas we delighted Pinterest planners with stop-motion videos featuring scenes made entirely of cookies and frosting. To really grab their attention, we hacked the Pinterest platform with vertical videos. We created an optical illusion of two stacked scenes—a cookie world on top and an enticing glass of Lactaid Milk below. The cookies jumped down into the glass of milk, abandoning their original pin and proving that with Lactaid, no one (cookies included) needs to go without irresistible, real milk.
Project made for INFINITI in the Automotive industry for a B2C audience in 2019.To raise brand awareness and increase sales of the INFINITI QX60 in Korea, we built a social media campaign that allows users to customize their ad experience on Facebook. We guided consumers through a unique, full-funnel purchasing journey, fit to match every detail of their lifestyle. Consumers shaped the QX60 to their real-life scenarios, explore the vehicle’s adaptability, and book a test drive to experience it for themselves all without actually leaving Facebook. And the campaign garnered major results, generating 19.6M impressions, 2.4M video views, and boosting sales an extraordinary 33%. Proving social media can directly influence sales and growth.
Project made for Willow Biosciences in the Pharmaceuticals & Biotech industry for a B2B audience in 2020.For Willow Biosciences, science is everything. It's the essence of their business. It also needed to become the core of their brand. We helped them reimagine the way their branding conveys their story, persona, values, and mission. And we did it in a modern way. Not in a static PDF, but through a dynamic, digitally appropriate guide, including a digital brand book and style guide, an easy to use website, in-depth customer research and insight, and much more. The result was a differentiated, authentic brand identity created in an entirely modern, digital-first way.
Project made for BMW in the Automotive industry for a B2C audience in 2019.What if buying a new car was as simple – and as entertaining – as shopping online?BMW's redesigned Build Your Own (BYO) takes the concept of the online car configurator to a new level of personalization, intelligence, and fun. An immersive design studio and data-driven recommendations turn the stressful task of choosing body styles and options into an all-around engaging experience, building customer confidence in the brand and in themselves before heading into the dealership.In short – it's an online experience befitting the Ultimate Driving Machine™.