A Digital Experience Design Agency

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 through 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 services, mentoring our talent, and ensuring we deliver 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.

250 - 999
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Calgary, Canada
other locations
  • Bankside 2, 100 Southwark Street,
    London SE1 0SW
    United Kingdom
  • 200 Varick Street, Suite 610
    New York, NY 10014
    United States
  • 225 N. Michigan Avenue Suite 700
    Chicago, IL 60601
    United States
  • 75 E. Santa Clara 7th Floor
    Cupertino, CA 95113
    United States
  • 312 Adelaide St. West 6th Floor
    Tornoto, ON M5V 1R2
  • 12777 W Jefferson Blvd
    Los Angeles, CA 90066
    United States
    Franklin, TN 37067
    United States
    Heredia, SJ 40104
    Costa Rica
    São Paulo, SP CEP 04532000
  • 312 Adelaide St. West 6th Floor
    Tornoto, ON M5V 1R2


Key clients: 
1-800 Contacts, Apple, AT&T, Blue Shield of California, BMW USA, Bank of New York Mellon, Citigroup, City National Bank, DePaul University, EmblemHealth, European Wax Center, INFINITI, Marriott, McKinsey & Co, Mini Cooper, Mitsubishi, New York Life, Nissan North America, Prudential plc, SAP, University of Phoenix, US Army

BMW Build Your Own

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™.

Falling for Milk

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.

NFINITI QX60 Social Media Campaign for Korea

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.

Willow Biosciences 2020 Rebrand

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 more.  We created a differentiated, authentic brand identity in an entirely modern, digital-first way. 

Quick Reactions for INFINITI Global

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.