Before that, she was the ECD at EVB, leading work for the NBA, Facebook, and Twitter. She was also ECD, Global Innovation Lead at SapientNitro, where she led the AVATAR digital ecosystem for James Cameron’s Lightstorm. Before jumping into digital, Val taught college-level graphic design at an engineering school. Her love for teaching has helped her mentor, advocate for, and lead women’s diversity and junior talent programs over the years.

In the dynamic realm of creative agencies, success is often measured by a delicate balance of factors: audience engagement, client satisfaction, and team well-being. At Critical Mass, this definition of success runs deep within its creative ethos. Beyond meeting the requirements of a brief, Critical Mass strives for work that evokes a visceral response—a love that transcends the confines of conventional metrics.

When it comes to creative standards, Critical Mass sets the bar sky-high. Rooted in a legacy of design excellence, the agency’s leadership team places a premium on craftsmanship, attention to detail and reflection. As Val aptly puts it, “We hit this high bar often, but there are, of course, misses along the way. Sitting with those moments, reflecting on, and discussing the mistakes and lessons learned are more important to maintaining the standards than anything else we do.” This dedication to maintaining excellence is further underscored by leadership’s commitment to continuous learning and collaboration across teams and disciplines.

As Val notes, “We got ahead of what we now see—CMOs all over the world are asking for this.”

Val asserts, “Meaningful experiences will exist outside of the walled gardens we see today, and an interoperable version of the connected world will emerge.” Guided by deep research and a commitment to artistic integrity, Critical Mass stands poised to lead the charge towards a digital future fueled by innovation and purpose.

In the arsenal of creative tools, one entity reigns supreme: generative AI. At Critical Mass, AI isn’t just a tool; it’s a source of inspiration that enhances the creative process while preserving the essence of human ingenuity. As Val explains, “The quip that ‘AI won’t replace your jobs—humans that are using it wisely will’ resonates with me. We all have to remember that AI is a tool, not a creative idea. I’m suggesting we lean into it almost as a muse, as a spare set of hands, and as a creative collaborator. ”

With honesty, education, and purposeful creativity at its core, Critical Mass remains steadfast in its commitment to upholding creative excellence and advocating for work that makes a meaningful impact.