Deepak Mehmi has joined Critical Mass as group creative director in Toronto.

Mehmi was most recently creative director at social change-focused agency Manifest Communications, which he joined last July. Prior to that, he was creative director at SapientNitro, which he joined in 2006 as an ACD. He has also held roles at Ogilvy & Mather and Henderson Bas.

Mehmi also teaches communications research methods at York University.

Chris Gokiert, president of Critical Mass, says the agency is getting “world-class talent” with Mehmi.

“He has a track record of high-impact and effective digital creative, and we know that his contributions to our client work in Toronto and around the globe will be spectacular,” he told strategy via email.

Critical Mass operates 10 offices globally, including a Canadian office in Calgary. In January, it added two new art directors to that office, and last August it brought on John Cavacas as its VP of technology.