CM20

To celebrate two decades of Critical Mass, we created an immersive, mobile experience that explores CM’s history through the stories of its employees. We combined a traditional art gallery experience with the unparalleled power of digital storytelling to present our history in a way that connects the user directly to the people behind the agency. Users are invited to explore a physical installation of life-sized portraits which, with iBeacons technology, come to life and share their stories.

Critical Mass isn’t just a company; it’s a collection of talented, creative individuals, and their stories are our stories. Instead of focusing on a single narrative of twenty years of Critical Mass, we asked twenty employees – each one starting in one of CM’s twenty years – to tell us theirs. These twenty stories give a real view into the agency; a real sense of what it is, and has always been like, to work at Critical Mass. So, plug in your headphones, step forward and get ready to go back through twenty years of Critical Mass.