Toys “R” Us has gone digital for a new brand film that debuted during an LBB Beach Event at the 2024 Cannes Lions Festival.
The Origin of Toys “R” Us is the first-ever brand film created using OpenAI’s text-to-video tool, Sora. The iconic retailer, part of the WHP Global family of companies, teamed up with Native Foreign — an Emmy-nominated agency whose Chief Creative has alpha access to Sora — to create the film.
Sora, which has not yet seen a public release, can create one-minute, dialog-free video clips using generative AI.
The Origin of Toys “R” Us reimagines the genesis of the retailer as coming to founder Charles Lazarus in a dream alongside its mascot, Geoffrey the Giraffe.
Charles Lazarus was a visionary ahead of his time and we wanted to honor his legacy with a spot using the most cutting-edge technology available. Our brand embraces innovation and the emotional appeal of Toys 'R' Us to connect with consumers in unexpected ways. We aim to capture that nostalgic feeling and deliver it uniquely to Toys 'R' Us kids of all ages. Dreams are full of magic and endless possibilities, and so is Toys 'R' Us."
Olko, a four-time Emmy Award-winner, served as executive producer on the film directed by Native Foreign’s Chief Creative Officer Nik Kleverov.
“The creative industry is experiencing a renaissance, much like Toys ‘R'”‘ Us,” Kleverov says. “Through Sora, we were able to tell this incredible story with remarkable speed and efficiency. Toys ‘R’ Us is the perfect brand to embrace this AI-forward strategy.”
According to WHP Global, the film went from concept to reality in a few weeks, “condensing hundreds of iterative shots down to a couple dozen.”
While the bulk of the film was created using Sora, human beings handled corrective visual effects. Copeland frontman Aaron Marsh created the film’s original score. You can view the entire film at Toys “R” Us Studios.
Despite the alpha version of Sora currently available to a relative handful of entertainment industry executives, the technology has quickly become controversial as the business grapples with new technology resulting in job loss rather than serving as a creative tool. In February, Tyler Perry made headlines after halting an $800 million expansion of his Atlanta studio following a Sora demo.
“I am very, very concerned that in the near future, a lot of jobs are going to be lost,” Perry told The Hollywood Reporter at the time. “I really, really feel that very strongly.”
Meanwhile, Toys “R” Us continues its comeback in the U.S. and the UK by striking partnerships with other retail operators like Macy’s, WHSmith, and Go! Retail Group.
