The owner of Toys ‘R’ Us just used OpenAI’s Sora to animate a zombie brand

But while OpenAI has been pitching Hollywood to the tech, one of the first entities to announce its interest is brand management company WHP Global, which currently licenses the Toys “R” Us brand to stores like Macy’s and is also exploring larger stores. Almost every Macy’s store now has a branded toy section, but these are usually a few paltry aisles of toys rather than the toy warehouses that once fueled children’s dreams.

While some headlines describe this as the first commercial produced with OpenAI’s Sora, Press release It does not indicate that it will be broadcast anywhere other than Toysrus.comalthough it also premiered in front of an audience of ad agency executives at the 2024 Cannes Lions Festival in France last week.

The PR person is also not trying to claim that it was created entirely by artificial intelligence. Native Alien, the creative agency that produced the footage, had “about a dozen people” working on the video and applied “corrective visual effects” on top, according to director Nick Klefrov. Sora got us about 80-85% of the way there. Written on X:

Native External appears to have reused a previous shot they created with Sora as part of a Toys “R” Us project. Here is the company’s bicycle repair shop It appeared in Marchcompared to the final corrected clip:

Note the typos in the reference.
Image: original foreign

Toys “R” Us version.
Image: original foreign

Disclosure: Vox Media, parent company of The Verge, has a technology and content deal with OpenAI.

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