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Retailer Toys R Us has embraced AI-generated videos in their latest brand campaign by utilizing OpenAI’s Sora, a generative AI video model. The ad, created with the help of the ad agency Native Foreign, offers a brief story of Toys R Us’s founder, Charles Lazarus. The video features an AI representation of a young Lazarus and the beloved mascot, Geoffrey the Giraffe.
According to Toys R Us, the one-minute video was produced by Toys R Us Studios president Kim Miller Olko and directed by Native Foreign’s co-founder and creative director, Nik Kleverov. It was showcased at the 2024 Cannes Lions Festival. Remarkably, this project was completed in just a few weeks.
Nik Kleverov noted on social media that it was a significant achievement to create the first brand film using OpenAI’s Sora and expressed gratitude to Toys R Us for the opportunity. Kleverov elaborated on the creative process in subsequent posts, mentioning that about twelve people contributed to the ad, including art directors, designers, and other creatives, with original music also being a feature of the video.
Toys R Us and Native Foreign have shared little additional information, but other momentum continues to build around Sora and AI video technology more broadly. OpenAI launched Sora in February to a small group of chosen creators to gather feedback and improve the model. Since then, the platform has been used to create films premiered at the 2024 Tribeca Film Festival and an innovative AI music video directed by Paul Trillo for musician Washed Out.
Kleverov, having early access to Sora, praised its capability to facilitate rapid creative iterations, helping brand partners bring their visions to life without budget constraints influencing the narrative. Elements seen in the Toys R Us video echoed Kleverov’s earlier works, including a bicycle shop that appeared in preliminary videos.
While OpenAI leads the way in AI-generated videos, other companies like Runway, Luma AI, Kling, and Pika Labs are also offering text-to-video AI models. Despite some legal challenges regarding the use of copyrighted materials, the industry is steadily moving forward.
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