Toys R Us Launches Its First Commercial Created Using OpenAI’s Sora Technology

Toys R Us Embraces AI in New Brand Video Using OpenAI's Sora

Toys R Us has launched an innovative brand video created with OpenAI's non-public generative AI video model, Sora.

Produced by ad agency Native Foreign, the over-one-minute video narrates the origin story of Toys R Us, framed by its founder, Charles Lazarus. It features a fully AI-generated representation of a young Lazarus alongside the beloved toy store mascot, Geoffrey the Giraffe.

In a press release, Toys R Us announced the collaboration between Kim Miller Olko, president of Toys R Us Studios, and Nik Kleverov, co-founder and creative director of Native Foreign. The video premiered at the 2024 Cannes Lions Festival and was completed in just a few weeks.

Kleverov shared his excitement on social media, noting it was an honor to direct the first brand film using Sora. He emphasized the creative freedom Sora offers, allowing users to "explore your imagination... in motion."

The project involved a dedicated team of about a dozen creatives, including art directors and designers, and incorporated original music, enhancing the video’s overall appeal.

As OpenAI continues to refine and expand access to Sora since its limited release in February, it's emerging as a game-changer for content creators. The platform, still in the testing phase, aims to mitigate potential misuse while gathering feedback from its early users.

In addition to the Toys R Us project, Sora has been utilized to produce other innovative content, such as a groundbreaking AI music video by filmmaker Paul Trillo for the indie artist Washed Out.

While OpenAI leads in the generative AI space, it faces competition from companies like Runway, which recently unveiled its Gen-3 Alpha video model, and others offering AI tools despite ongoing legal challenges from artists over copyright infringement concerns.

As the landscape for AI-generated media evolves, the Toys R Us video stands as a prominent example of how brands can leverage advanced technology to enhance storytelling and engage audiences.