Toys R Us, the renowned retailer, has ventured into the world of AI-generated videos with its latest brand video. The video, created using OpenAI’s non-public generative AI video model called Sora, provides a brief overview of the origin story of Toys R Us, narrated by its real-life founder, Charles Lazarus. The video features a fully AI-generated representation of a young Lazarus and the iconic Toys R Us mascot, Geoffrey the Giraffe. It was produced by Toys R Us Studios president Kim Miller Olko and directed by Nik Kleverov, co-founder and creative director of Native Foreign.
The video, which lasts just over a minute, was screened during the 2024 Cannes Lions Festival. Surprisingly, it only took a few weeks from conception to the final product. Kleverov expressed his gratitude for being entrusted with directing the Geoffery the Giraffe origin story and praised Toys R Us for being the first brand to create a film using OpenAI’s Sora.
OpenAI’s Sora was released in February and initially offered to a limited number of handpicked creators. The company aims to continue refining the model by testing it for potential misuses and gathering feedback from its initial users. Since its release, OpenAI has expanded access to Sora, allowing other filmmakers to utilize the text-to-video platform. Five short films made entirely using Sora premiered at the 2024 Tribeca Film Festival in June. Filmmaker Paul Trillo also used Sora to create an innovative AI music video for indie musician Washed Out.
Native Foreign and Kleverov were among the first few filmmakers granted access to Sora. Kleverov praised the platform for its ability to rapidly iterate on creative ideas for brand partners, removing the limitations imposed by budgets and allowing for more imaginative narratives. Interestingly, elements from the final Toys R Us video were also present in Kleverov’s initial video posted by OpenAI, particularly the bicycle shop scene.
While OpenAI is a prominent player in the AI-generated video space, other companies are also making advancements in this field. Runway, for example, demonstrated its Gen-3 Alpha video model at the next level, which can create 10-second video clips. Additionally, companies like Luma AI, Kling, and Pika Labs offer their own text-to-video AI models for public use. However, concerns have been raised regarding potential copyright violations as these models may have been trained using copyrighted video clips without proper authorization or compensation. Several artists have filed lawsuits against generative AI media tooling companies like Runway.
The use of AI-generated videos by Toys R Us and other companies showcases the growing potential of AI in creative industries. These technologies enable filmmakers to explore their imaginations and create captivating content. As AI continues to advance, we can expect more innovative applications in the film and advertising industries, providing new opportunities for storytelling and brand promotion.