The Transformers (TV series) of that strategy, the process was repeated in 1984 when Hasbro marketing vice president Bob Prupis approached Marvel to develop their new robot series, which Jay Bacal dubbed "Transformers." Marvel's Editor-in-Chief at the time, Jim Shooter, produced a rough story concept for the series, creating the idea of the two warring factions of alien robots – the heroic Autobots and the evil Decepticons. To flesh out his concept, Shooter called upon veteran editor Dennis O'Neil to create character names and profiles for the cast, but O'Neill's work did not meet with Hasbro's expectations, and they requested heavy revisions. O'Neill declined
The Transformers: The Movie the art direction, insisting the Transformers themselves be given several layers of shading and shadows to give them a more dynamic, detailed appearance. "The Transformers: The Movie" was the final film to which Orson Welles contributed. Welles was in declining health during production. Shortly before he died, he told his biographer, Barbara Leaming, "You know what I did this morning? I played the voice of a toy." He elaborated, "I play a planet. I menace somebody called Something-or-other. Then I'm destroyed. My plan to destroy Whoever-it-is is thwarted and I tear myself apart on the screen." According to director Nelson