Hasta La Creative!

Critical Mass launched a new spot for Converse, introducing the Converse All Wah (Converse All Stars with a built in wah-wah pedal) with Dinosaur Jr. frontman J Mascis.

J Mascis musters just about all the enthusiasm he can (not very much) in introducing the sneaker. He laces up a pair, plugs in his guitar and tries out, finding it takes a bit of getting used to. Mascis is a pretty solid choice to introduce the shoe, as a legend whose guitar sound relies heavily on the effect. For those who might not know what wah-wah is, he provides a brief explanation before trying out the All Wah, finding it takes some getting used to and is “definitely its own thing.”

The All Wah is the latest in the “Chuck Hack” project, and a particular cool addition. Critical Mass presented the first prototype of a Chuck Taylor sneaker with built-in wah pedal three years ago. The agency worked with wearable technology brand CuteCircuit to bring the idea to its present-day form, which utilizes wireless Bluetooth technology. Jokes about enthusiasm aside, Mascis saying “I’ll have to write some new songs with this” is a pretty ringing (and awesome) endorsement. 

Critical Mass announced the naming of Grant Owens as the agency’s new chief strategy officer. In the role, Owens will be responsible for leading strategy across Critical Mass’ international offices, while ensuring the agency is “relentlessly focused on designing meaningful experiences that improve customers’ lives.” He will be part of the agency’s global executive team, reporting directly to CEO Dianne Wilkins.

Owens arrives from Razorfish North America after spending more than ten years with that agency, most recently serving in the role of GVP, head of planning. He originally joined Razorfish back in 2004 as a senior strategy manager, following a four year stint as a senior planner with Euro RSCG. While with Razorfish, he was responsible for digital strategy for such clients as Mercedes-Benz, Ford, Spotify, CNN, BMW, Viacom and CBS Radio. He has also worked as an adjunct professor at NYU since August of 2012.

“We spent a long time searching for the right person to lead our global strategy team, so this is a long awaited and exciting appointment,” said Wilkins. “Grant’s experience in building teams and obsession with amazing strategically-driven work makes him the ideal person to take this critical leadership role within the agency. We are thrilled he’s joining the team.”