Viewers of the 2014 Masters Tournament witnessed something bold, unprecedented and slightly insane. Rather than watching the same few commercials over and over again, IBM produced 54+ unique “Dispatches from a Smarter Planet.” Each spot ran once. And if that wasn’t enough of a challenge, the entire campaign had to be completed within two months. I worked on the nine European spots and caught eight planes in seven days. Directed by Joe Pytka.