Get ready for a trip down memory lane with a dash of cutting-edge technology. Toys “R” Us recently unveiled a groundbreaking promotional video, making history as the first brand film created entirely with OpenAI’s AI model, Sora.
Sora boasts the impressive ability to generate realistic and imaginative videos from short text prompts. In this case, the prompt brought to life the story of Charles Lazarus, the visionary founder of Toys “R” Us.
The 60-second video takes viewers back to a quaint 1930s American town. We see a young Charles, brimming with curiosity, surrounded by the sights and sounds of his father’s bicycle shop. Here, amidst the whir of gears and gleam of chrome, a magical encounter unfolds. A simple toy giraffe transforms into the now-iconic Geoffrey, sparking a spark of inspiration in young Charles.
This dreamlike sequence seamlessly blends with scenes depicting the birth of the Toys “R” Us empire, with the instantly recognizable Geoffrey logo taking center stage. The video, accompanied by a heartwarming original score, evokes a sense of nostalgia and celebrates the wonder that Charles Lazarus brought to countless childhoods.
The use of Sora in this project highlights the immense potential of AI in the world of advertising. Toys “R” Us partnered with creative agency Native Foreign, who had early access to Sora as the technology is still under development. This collaboration allowed for a swift turnaround, condensing the process from concept to final product in just a few weeks.
While the final video incorporated some minor visual effects and a custom score, the core narrative and visuals were born from the power of AI. This paves the way for exciting possibilities in the future of storytelling and marketing.
While some might find the AI-generated visuals uncanny, the response to the video has been largely positive. It has been lauded for its innovative approach and ability to capture the essence of the Toys “R” Us brand. Whether you’re a nostalgic millennial or a curious newcomer, this pioneering video is sure to spark a smile and a sense of wonder.
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