Critical Mass

Critical Mass is a global digital experience design, creative and marketing agency founded in Calgary, Canada, in 1996. Its work connects customer experience and brand storytelling with the technology that supports digital products, services and campaigns. The agency serves multinational businesses across consumer technology, automotive, financial services, telecommunications, consumer goods, travel and hospitality.

The agency describes its approach as combining “the invisible”—enterprise platforms, data architecture, infrastructure and digital engineering—with “the visible,” including interaction design, content and visual storytelling. This brings strategic planning, creative development and technical implementation into a shared approach to customer experience. Its work spans both ongoing digital platforms and individual marketing activations.

From strategy to delivery

Critical Mass develops brand plans, digital product strategies, customer journeys and broader digital ecosystems. Its creative capabilities include campaign concepts, art direction, copywriting and content production, supported by motion graphics, video and CGI. Technical services cover full-stack engineering, headless content management, e-commerce and cloud architecture. The agency also provides enterprise AI solutions and generative brand experiences, alongside media planning, audience targeting, performance marketing and measurement.

Its portfolio illustrates this combination of creative and technical work. Projects include the AT&T Business campaign featuring Craig Robinson, the redesign and technical overhaul of the U.S. Army recruitment platform, and Starburst’s “Different Every Time” generative AI experience. Automotive work includes BMW USA’s digital showroom, vehicle configurators and interactive retail experiences. Other engagements span corporate brand and web transformation for BNY Mellon, digital retail journeys for Nissan and INFINITI, and digital experiences for brands including Apple, Nike, Airbnb, Diageo and Adobe.

Critical Mass operates internationally across North America, South America, Europe and Asia-Pacific. Omnicom acquired an initial stake in 1999 and completed its acquisition in November 2014. The business continues to operate as an autonomous agency brand within the Omnicom Precision Marketing Group network.