New creative for IBM out of Ogilvy & Mather and production company Psyop uses different production techniques to boast IBM's programs, including cloud, smarter analytics and smarter commerce.

Smarter analytics, shown through the "Split Second" video, shows how long a second can be, transforming a watch face into a train track which swoops in on a view of the city. Smarter commerce, shown through "Ahead of Demand," uses photo-realism to show a story unfolding. And cloud, which Ogilvy says is the most ambitious of the lot, used 32 animators, illustrators and designers to create a world in the clouds. Models were painted by hand and mapped onto 3D wireframes, and "locations" were researched so they looked to be as realistic as possible.