Critical Mass

London https://www.criticalmass.com/

Disciplines

  • Branding / design
  • Customer experience
  • Digital

About

In a complex and fast-moving world, Critical Mass designs unparalleled brand experiences that connect with people. We were established in Calgary back in 1996, and since then we’ve helped global clients like Apple, Nike, Diageo, and BMW (and hundreds more over the years) reimagine digital and do what no one else in their category can do. Today, we’re over 1,400 digitally obsessed employees in 12 offices, across Europe, Asia, and North America—with a major, full-service hub in London. 

What makes us different? We truly understand every part of our clients' digital ecosystems, and we deliver success by making data, creativity, and technology more connected, more efficient, and more powerful. Of course, digital never stands still, but neither do we. We help brands seize opportunities so that their customers get a better experience and a more seamless, dynamic, and personalised experience everywhere they go.

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).

No matter how much digital changes, one thing will always stay the same—who we are. We’re a transparent, honest, values-driven, passionate partner with a can-do attitude that our clients notice and appreciate.

We’re Critical Mass, but our friends call us CM. Please call us CM.



Connect


People


Clients

New Work

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New Work

1-800-Contacts

By Critical Mass

How we helped a trusted name in contact lenses evolve digitally. The work we delivered looked and felt different than anything else in the vision care industry. And all of it conveyed the trust, service, and immediacy that customers demand.

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New Work

European Wax Centre

By Critical Mass

Our solution was Hotline Ping—a name that referred to both the “emergency service” we were creating and the digital channels where it would live. In terms of tone, we wanted to create a breath of fresh air and positivity in a stressful time. “You deserve the best, by the best”.

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New Work

Intuit Quickbooks

By Critical Mass

How we're demonstrating that small business success starts when you embrace the truth—no one can do it all. Enter, the “Bizpiphany.” It’s the realization that you need help, and QuickBooks is there with the guidance and tools you need.

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New Work

Goodcell

By Critical Mass

At first, GoodCell wanted us to redesign their website. As we dove into their business, industry, and consumer research, we realized that before designing a site, we needed to help GoodCell find themselves—who they are, not just what they are.

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New Work

Clara Lionel Foundation

By Critical Mass

We designed a kiosk experience for Rihanna’s famed Diamond Ball that let attendees see and hear stories directly from the people CLF is helping. Each attendee was given a small card that had a photograph on its surface and an NFC chip inside.

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New Work

BMW

By Critical Mass

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.

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New Work

City National Bank

By Critical Mass

In our Mortgage work, our primary audience is high-net-worth individuals. Our team paired creative assets, made from easy-to-understand imagery (e.g., a paint roller that signifies home improvement), with clear messaging and attractive rates and offers.

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New Work

DIRECTV Stream

By Critical Mass

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.

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New Work

Diageo

By Critical Mass

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.

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New Work

AT&T

By Critical Mass

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.

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New Work

INFINITI

By 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

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New Work

INFINITI

By Critical Mass

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.

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New Work

INFINITI

By Critical Mass

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.

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New Work

Critical Mass Toronto & Calgary

By Critical Mass

With a 1000% spike in search traffic on “how to move to Canada”… The CM Guide for moving to Canada.

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New Work

Travel Alberta

By Critical Mass

Time has a way of slowing down when you’re in the snow zone. We captured this in 360 Cinemagraphs.

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New Work

Butterfly Home

By Critical Mass

Butterfly Home is a safe learning center & surrogate family for wrongly imprisoned children in Nepal

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New Work

Famous Five Foundation

By Critical Mass

5 women discussing the right to vote. The Pink Tea conversations as an audio / art installation.

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New Work

Sunglass Hut

By Critical Mass

We developed the Sunglass Hut website to position them as the fashion authority for sunglasses, by connecting fashion inspiration and eCommerce.

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New Work

UNMAS Sweeper

By Critical Mass

Using Apple’s iBeacon we created a land mine simulation titled, Sweeper, debuting it an exhibit at the New York New Museum.

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New Work

Trop50

By Critical Mass

The #ResolutionRescue campaign helped to save people’s new year resolutions. For each tweet, we created a personalised animated video response.

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New Work

Cancer Research UK

By Critical Mass

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

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New Work

Fire Eater

By Critical Mass

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.

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New Work

Nissan

By Critical Mass

CM helped launch the Nissan #RedThumb initiative across social, website & a partnership with The Voice to encourage people not to text & drive.

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New Work

Travel Alberta

By Critical Mass

For Travel Alberta we hacked Instagram & invited 5 photographers to hike, snap & map. Each Instahike encourages visitors to discover the trails.

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New Work

adidas

By Critical Mass

mi adidas is a seamless, live-anywhere experience, from customisation to sharing to purchase; from online to mobile to in-store and back.

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New Work

Green Works

By Critical Mass

A new brand relaunch was created to make green accessible to all. The campaign spanned online, media, seasonal, social, retail and celeb tie-ins.

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New Work

Nissan

By Critical Mass

A mobile-first, second screen experience that transforms people from passive viewers to active participants.

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New Work

Nissan

By Critical Mass

Using one of the first applications of Kinect for Windows SDK. The experience recognises human gestures and enables a truly immserive experience.