Toys ‘R’ Us owner uses OpenAI’s Sora to animate a zombie brand

But while OpenAI has wowed Hollywood with the technology, one of the first companies to publicly attack it is brand management firm WHP Global, which currently licenses the Toys “R” Us brand to stores like Macy’s and is exploring larger stores. Almost every Macy’s department store now has a branded toy section, but these are usually a few shelves of innocuous toys rather than the toy warehouse that once fueled children’s dreams.

Although some headlines describe it as the first commercial for OpenAI produced by Sora, Press release This does not mean that it will be broadcast anywhere else Toysrus.comHowever, it premiered last week in front of an audience of advertising agency executives at the 2024 Cannes Lions Festival in France.

The PR person also doesn’t try to claim that it is completely created by artificial intelligence. According to director Nick Klefrov, Native Alien, the creative agency that produced the footage, had “about a dozen people” working on the video in addition to applying “corrective visual effects”. Sora got us about 80-85% of the way there. written in x:

Native Externals appears to have reused an earlier recording made with Sora as part of a Toys “R” us project. The company’s bicycle workshop is located here It was released in MarchCompared to the final edited clip:

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