Toys R Us creates first brand film to use OpenAIs text-to-video tool

Dive Brief:

• Toys R Us created what it claims is the first brand film to use OpenAI’s new text-to-video tool Sora, per a press release. Sora, which is currently only available to alpha testers, can generate up to one-minute-long videos based on text prompts.
• The toy retailer’s entertainment production arm, Toys R Us Studios, partnered with creative agency Native Foreign to make a film that tells the story of how founder Charles Lazarus created the brand and its Geoffrey the Giraffe mascot.
• Sora allowed the content to be produced in just a few weeks, in time to premiere at Cannes Lions, demonstrating how marketers can save time and money using generative artificial intelligence tools.

Dive Insight:

As it prepares for a major relaunch, Toys R Us is embracing generative AI tools that have become the focus of the marketing and …