Critical Mass

London Critical Mass

Disciplines

  • Branding / design
  • Customer experience
  • Digital

About

Critical Mass designs unparalleled brand experiences that connect with people. We got our start back in 1996 when a design visionary and a successful entrepreneur came together with a focus on digital experiences in a rapidly evolving space. Since then, we’ve helped local, national, and global brands reimagine digital and transform their businesses through strategic consulting, innovative creative ideas, and cutting-edge technology thinking. And through it all, we go the extra mile to be the best partners we can be. 

We take data, creativity, and technology and connect them so that entire ecosystems work in a seamless, dynamic, and personalized way. It’s a paradigm shift in the way digital works. We learn about each customer through research and testing, but also through every interaction (data), and we use what we learn to inform the next step. By blending forecasting, machine learning, and real-time optimization with an ownable and flexible design system (all stuff we’re really good at), brands can seize opportunities the instant they’re revealed. Customers, in turn, get a better experience and a more connected journey. Simply put, a connected ecosystem is a true win/win, and it encompasses the touchpoints the world knows well (sites, apps, and social), as well as the ones we’re just entering (the metaverse and beyond). And that’s what we’re delivering for some of the world’s greatest brands—the next frontier in digital, with a relentless focus on the customer.

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.

Today, we are over 1,200 employees across 12 global offices and remain true to our roots. We're transparent, honest, passionate and have a can-do attitude that our clients notice and appreciate. 



Connect


People


Clients

New Work

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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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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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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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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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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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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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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.