Toys R Us has embraced AI technology to create a new brand video that tells the origin story of its founder, Charles Lazarus. The video, produced using OpenAI’s non-public generative AI video model, Sora, was crafted by the ad agency Native Foreign. The AI-generated video features a digital representation of a young Lazarus alongside the toy store’s beloved mascot, Geoffrey the Giraffe. The production, led by Toys R Us Studios president Kim Miller Olko and directed by Native Foreign co-founder Nik Kleverov, was completed in just a few weeks and showcased at the 2024 Cannes Lions Festival. Kleverov expressed his honor in creating the first brand film using Sora and detailed the collaborative process involving about a dozen creatives. OpenAI’s Sora, released to a limited number of creators in February, continues to gain traction, being used in various innovative projects, including short films premiered at the 2024 Tribeca Film Festival and a music video for musician Washed Out. The trend of AI-generated videos is growing, with other companies like Runway, Luma AI, Kling, and Pika Labs also making strides in this space. However, the industry faces legal challenges regarding potential copyright violations in the training of these models.
Toys R Us Leverages AI for Innovative Brand Video Featuring Founder
Toys R Us uses AI to tell its founder’s origin story in a new brand video.
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