TitleMarch Madness
Campaign Even in the Madness of March
Advertiser AT&T
Brand AT&T

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Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
StorySubscribers Only
Media Type Television
Agencies Critical Mass & BBDO
Chief Creative Officer Val Carlson
Executive Creative Director Frank Dattalo    
Executive Creative Director Christiaan Welzel    
Creative Director James Leal-Valias    
Creative Director Minor LeBlond    
Associate Creative Director Carl Lukasewich    
Associate Creative Director Chantal Miyagishima    
Associate Creative Director Lin Oosterhoff    
Copy Lead Lauren Barrett    
Sr. Art Director Stephanie Gerbino    
Art Director William McKeown    
Copywriter Michelle Alig    
Designer Dean Alari    
Designer Caroline Hoang    
Designer Jackson Reed    
Executive Producer Sydney Woodman    
Senior Producer Tommy Costello    
Senior Producer Cale McArthur    
Associate Producer Marinna Breda    
Music & Sound Director Kirill Telichev    
Senior Sound Artist Dary Barclay    
Senior Sound Artist Christopher Vail    
Strategy Director Joanna Mathews    
EVP, Client Partner Stacia Parseghian    
Senior Account Director Austin Tatum    
Account Director Frankie Martin    
Account Coordinator Austin Kaplan    
Project Manager Lisa Del Castillo    
Project Manager Thai Quoc Dinh    
QA Erin St. Clair    
Asset Manager James McNeil    
Media Agency Hearts & Science
Production Company Hungry Man
Editorial Arcade
VFX Framestore
Graphics LVLY
Music and Sound Lime

About Critical Mass

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. 

Latest News


The D&AD Awards are recognized globally as one of the top creative competitions in the advertising industry.  Critical Mass is proud to announce that its “Sweeper” work for the United Nations Mine Action Service (UNMAS) has won a Wood Pencil at the D&AD Awards. The D&AD Awards are recognized globally as one of the top creative competitions in the advertising industry.

The UNMAS Sweeper campaign at The New Museum last year used beacon technology, sound design, and poignant graphics to enable exhibit-goers to experience the fear of living among landmines and other explosive remnants of war. The emotionally-resonating campaign won in the Design category for Digital & Mobile.

“Winning a Pencil is a great honor, it is one of the most respected design awards in the world” said Conor Brady, Critical Mass Chief Creative Officer. “The Sweeper work demonstrates the power of design and technology to spur consumers to take positive action.”

Winners were announced at a gala event in London on May 21. 

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