Critical Mass London


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.


  • INFINITIClient
  • Alissa HansenVP, Head of Production
  • Lauren ZaleskiArt Director
  • Meghan MaginotAccount Director
  • Rey NungaryVP, Executive Creative Director
  • Rina MallickGroup Creative Director
  • Sara PociusSenior Art Director
  • * Critical Mass
  • * Andrea LennonEVP, Managing Director
  • * Jaclyn HamerAssociate Creative Director
  • * Kelsey AlfredsonSenior Copywriter
  • * Sarah LobdellSenior Producer
Annual 2020 ShortlistQuick Reactions for INFINITI GlobalSocial Project featured: on 19th March 2020 Contributor:

Critical Mass has been a Contributor since 25th November 2015.

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Quick Reactions for INFINITI Global