8-year old boys love to destroy stuff. That’s the insight we leveraged for the Transformer’s Devastator Track Set spot. While the brand commercials focused on demonstrating how the product worked, our spot focuses on the emotional benefit to a little boy.

We had four hours to shoot. If you account for the air traffic coming in and out of LAX it was more like two. Which is just as well because a little kid can only do a good Devastator voice for so long.