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  • Writer's pictureSarah Ruivivar

Video of the Week: Toys R Us

Updated: Jul 2

Retail giant Toys R Us has taken a leap into the future with its latest brand video, crafted entirely using OpenAI’s non-public generative AI video model, Sora.


This innovative video, created by ad agency Native Foreign, tells the origin story of Toys R Us through the eyes of its founder, Charles Lazarus, and the beloved mascot, Geoffrey the Giraffe.


The video, clocking in at just over a minute, was produced by Toys R Us Studios president Kim Miller Olko and directed by Native Foreign co-founder and creative director Nik Kleverov. It had its grand debut at the 2024 Cannes Lions Festival, marking a significant milestone in AI-generated content.


Kleverov expressed his excitement on X, stating, “It was an honour to create the first brand film made with OpenAI’s Sora. Bravo to Toys R Us for trusting me to direct this Geoffrey the Giraffe origin story.” He further elaborated on the creative process, highlighting how Sora enables creators to “explore your imagination... in motion.”


 

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OpenAI’s Sora, released in February to a select group of creators, has been making waves in the AI video space. Since its limited release, it has been used to produce several notable works, including five short films premiered at the 2024 Tribeca Film Festival and an AI music video for indie musician Washed Out.


Native Foreign and Kleverov were among the first to gain access to Sora, allowing them to push the boundaries of what’s possible in brand storytelling. Kleverov noted in an OpenAI blog post that Sora can “rapidly iterate on creative for brand partners” and eliminate budget constraints from shaping narratives.


While OpenAI continues to refine Sora, other companies like Runway, Luma AI, Kling, and Pika Labs are also making strides in the AI video arena. Despite ongoing legal challenges regarding copyright issues, the future of AI-generated videos looks incredibly promising.


Stay tuned because the next wave of marketing magic is here, and it’s powered by AI!



 

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