Automotive luxury brands often have quarterly lifestyle magazines to showcase their brand personality. Infiniti's magazine was called Adeyaka. Infiniti had been one of the first luxury brands to product a digital version of their magazine on Ipad. One of the challenges they were having was that the Ipad app and printed magazine were incredibly expensive to produce and maintain. Critical Mass proposed a holistic digital experience incorporating multiple digital channels to release lifestyle content, transforming their lifestyle experience to include content that was timely, local and relevant to their customers.