Find your Frontier
Client
Nissan USA
Agency
Critical Mass
Key Roles
Concepting, Graphic Design, Interactive Design, UX Design
Get back to what matters
Thanks to COVID-19, spending all our time indoors got us thinking about getting away and finding ourselves again; in places we can only reach with a 4x4. It was time for some truck therapy.
To mark the release of the all-new 2022 Nissan Frontier, we created an interactive digital escape that allowed users to go beyond where the roads end, embarking on three Frontier-enabled adventures.
Site Experience
The Beach
Escape Moments
Feature Moments
Interactive 3D Experience
A simple interactive mechanism let people switch from thrill to chill and vice versa. The escape key, a finger tap, and Instagram ad units invited people to close their eyes and immerse themselves.
The River
Escape Moments
Feature Moments
Interactive 3D Experience
The "Find Your Frontier" campaign provided moments to exhale, reminding us that getting away from it all is the best way to get back to what matters.
The Forest
Escape Moments
Feature Moments
Interactive 3D Experience
Extensions
This much-needed truck therapy transformed into a website, an AR experience, and even long-form ASMR videos.
AR Frontiers
AR Right Sized Truck
Truck Therapy (ASMR)
Return to Rugged
Client
Nissan USA
Agency
Critical Mass
Key Roles
Concepting, Graphic Design, Interactive Design, UX Design
The one that started it all
Back in 1987, a new generation of adventurers were empowered to explore thanks to the introduction of SUVs. These vehicles enabled people to connect with nature and embark on new journeys. However, as the decades passed, the "Sport" and "Utility" aspects of SUVs were often forgotten.
With the launch of the All-New 2022 Nissan Pathfinder, we aimed to remind users that it is the perfect SUV for the relentless pursuit of life beyond the comfort zone. Through an interactive site experience, users could teleport between 2022 and 1987 to see how far the Pathfinder has evolved.
Site Experience
Thrill Driver
Client
Nissan USA
Agency
Critical Mass
Key Roles
Graphic Design, UX Design
One drive changes everything
To celebrate the reinvention of their brand, Nissan wanted to elevate its Thrill Campaign and showcase the "new" Nissan on a grander stage: The Super Bowl.
Featuring the All-New 2023 Nissan Z and the All-New, All-Electric 2023 Nissan Ariya, Thrill Driver utilized an iconic cast to demonstrate how one ride in a Nissan can change everything.
Through an interactive site experience, users were immersed in the action, witnessing these cars blasting across the big screen in style.
Site Experience
QX60 Competition
Client
Infiniti USA
Agency
Critical Mass
Key Roles
Graphic Design, Interactive Design
No comparison
Choosing a new luxury SUV among dozens of options can sometimes feel like an uphill battle. Thankfully, with the introduction of the All-New 2024 Infiniti QX60, we created an interactive comparison website meant to showcase it alongside other leading SUVs.
Through a comprehensive experience, users can delve into the feature benefits of the QX60 and see how it stacks up against its competitors in key aspects such as performance, technology, safety, and design.
Site Experience
Go All Out
Client
Mitsubishi USA
Agency
Critical Mass
Key Roles
Art Direction, Concepting, Graphic Design
You can have it all
Building on the success of the redesigned 2022 Outlander, Mitsubishi aimed to expand its customer base with the All-New 2023 Outlander PHEV. This vehicle was intended to be their flagship model, marking the start of their transition to electric vehicles.
The "Go All Out" campaign generated excitement and awareness for Mitsubishi's new brand direction, and highlighted the benefits and convenience of a PHEV to consumers.
The Spot Teaser
The Spot
Confidence Campaign
Client
Mitsubishi USA
Agency
Critical Mass
Key Roles
Art Direction, Concepting, Graphic Design
Inspired by drivers, for drivers
Mitsubishi USA has renewed its commitment to its drivers by strengthening their vehicle care and warranty initiative. They introduced the Mitsubishi Motors Confidence Integrated Care Program. Our task was to create a distinct wordmark and brand expression to promote this new program.
The Dynamic Slope is a brand element Mitsubishi already uses and customers already recognize. Borrowing inspiration from that to create a flexible branding system that represents racing lines/speed lines to highlight Mitsubishi’s long standing heritage.
Brand Assets
The Spot
Partner Created Spot
Rookie Mistakes
Client
Snickers USA
Agency
Critical Mass
Key Roles
Concepting, Graphic Design
Maybe you just need a Snickers
For sports fans and players alike, there are certain mistakes that provide such a clear and coachable moment, they’re almost never committed twice: ROOKIE MISTAKES.
We all make Rookie Mistakes when we are out-of-sorts, and sometimes we could use a little coaching to get back on our game, and Snickers is the solution.
The Spot
The goal was to build credibility with the NFL and rookie sports by creating a distinct and lasting association between SNICKERS, the NFL, and emerging athletes. By utilizing NFL and sports personalities as influencers, we positioned SNICKERS as the players' choice and a permissible snack.
Social Posts
Additionally, we recruited the next generation of SNICKERS fans to fill the purchase funnel with a new generation of chocolate buyers.
Social Stories
