Michael Bay is a simple guy. He likes lots of explosions, frequent cutting, and keeping the audience as close to the action as humanly possible. So when digital camera company RED approached the director about designing his own promotional rig, of course it would be handheld, and of course it would be named “Bayhem”. What’s the point in being one of the world’s leading experts in cinematic destruction if you can’t have a little fun with yourself every now and then?

In a new Instagram post (via iO9), Bay showed off the use of his “Bayhem” camera on the set of Transformers: The Last Knight. Watch the video below to see plenty of explosions and stunt doubles flying through the air while Bay does his best onset Mr. Magoo impression.

This isn’t the first time that RED has put together a custom rig for a famous filmmaker. Back in May, RED created the “Xenomorph”, a digital camera that director David Fincher and his crew would use to help them shoot their upcoming Mindhunters television series for Netflix (via Cinema5D). Made to look like the title character in the Alien movies, the “Xenomorph” is another example of a director who has brought some of his or her personality into the equipment that they use.

David Fincher Xenomorph
RED Camera

While these two rigs may not really offer too much more than an aesthetic upgrade on the more commonly used RED rigs, it’s still one of the rare bits of product placement that is actually pretty fun from the audience’s perspective. And it does make you wonder which digital-friendly director will receive the next custom rig (and what name it will be given). If some account executive at RED isn’t already pitching James Cameron’s people on his very own custom “T-800” camera, then they’d better get on that, fast.

Transformers: The Last Knight is set to hit theaters on June 23, 2017.