Transform' begins with a skater coming across a seemingly normal pedestrian bridge. After pounding his board on the walkway, the bridge begins to break in a rumbling cloud of dust to form a roll-in for an eight-stair drop. As he lands, like a concrete Transformer, the ground breaks away to create another stair set and handrail for the skater to slide. The film then follows a group of skaters through downtown Los Angeles as they hit quarter pipes breaking out of walls and sidewalks. The living terrain forms dynamic surfaces for otherwise impossible-to-pull-off tricks. After skating anything in their path, the last skater looks back at the cityscape to see that they have transformed the city into their own customized skate park. The spot concludes on the super, 'The transformation begins fall 2010,' the Shaun White Skateboarding logo and website Facebook.com/ShaunWhiteGame. In addition to Layton, the featured skaters in the film include Derrick Wilson, Jordan Vititow, Greg Crain and Matt Bennett.
Advertising Agency: Cutwater, San Francisco, USA Executive Creative Director: Chuck McBride Creative Director: Ali Grayeli Art Director: Marcus Cross Copywriter: Ray Connolly Agency Producer: Mai Huynh Director of Broadcast Content: Jennifer Golub Editorial Company: Arcade, Los Angeles Editor: Nathan Petty Asst. Editor: Aaron Owen Producer: Ali Reed VFX Company: Ring of Fire, Santa Monica Executive Producer: John Myers VFX Supervisor/Creative Director: Jerry Spivack VFX Producer: Casey Conroy Asst. VFX Producer: Candace Niikura Online Editors: Brian Shneider, Shelly Dutcher Flame Artists: Brian Shneider, Shelly Dutcher, Trent Shumway, Brian Petras, Tony Graf, Renee Tymn CG Artists: Andrew McMasters, Leigh Rens, Joe Langmuir Graphics: Justin Sucara, Marvin Chua Matchmoving: David Sudd, Paul Hopkins, PvP Digital Matte Painter: Ron Gress Colorists: Shelly Dutcher, Brian Shneider Music/Sound Design: Human, Worldwide Skaters: Matt Bennett, Greg Crain, Johnny Layton, Jordan Vititow, Derrick Wilson Production Company: Rabbit, Bicoastal Director/DP: + jacksonkarinja Line Producer: Gian Colombo Exec. Producers: Douglas Howell, Joby Barnhart Aired: July 2010via adsoftheworld.com