Unveiling Toys 'R' Us Creation Story Through AI

Toys 'R' Us tells its creation story using AI | Campaign US

The retailer has unveiled a one-minute brand film created with Open AI's text-to-video tool Sora, showcasing what they describe as the "story of a dream come true." Despite this sentiment, some viewers may find the film to be more akin to a surreal experience.

The brand film delves into the origins of Toys “R” Us and the inspiration behind its iconic mascot, Geoffrey the Giraffe. While Toys "R" Us paints it as a tale of fulfillment, viewers may perceive it as a perplexing journey. The animation style mirrors the hyper-realistic 3D approach seen in movies like The Polar Express, yet it exudes an uncanny quality that might leave viewers feeling disoriented.

The Potential of Text-to-Video Technology

This endeavor serves as an early exploration of text-to-video technology, hinting at its future potential to revolutionize the industry. In the years to come, this pioneering effort could be likened to the Wright Brothers' historic flight at Kitty Hawk in 1903, marking a significant advancement in marketing storytelling.

The "Origin of Toys ‘R’ Us" film was a collaborative effort, spearheaded by award-winning producer Kim Miller Olko from Toys ‘R’ Us Studios and directed by Nik Kleverov of Native Foreign. Sora, the innovative tool, was instrumental in crafting minute-long videos featuring lifelike visuals and diverse characters based on input text.

Toys ‘R’ Us Studios and Native Foreign utilized Sora to swiftly bring a concept to life, condensing numerous iterations into a concise narrative. The team employed corrective visual effects and an original musical score to enhance the storytelling experience.

Embracing Innovation

While the future plans for the film remain undisclosed, Toys "R" Us seems to appreciate the symbolic alignment between founder Charles Lazarus' vision and the technological ingenuity embodied by Sora and OpenAI.

"Charles Lazarus was a visionary ahead of his time, and we sought to pay tribute to his legacy using state-of-the-art technology," shared Miller, who also serves as Toys "R" Us' global CMO. "Our brand celebrates innovation and the emotional connection associated with Toys "R" Us, aiming to resonate with consumers in unique ways. By partnering with Native Foreign to explore the capabilities of OpenAI's Sora, we embark on an exciting journey. Dreams are imbued with magic and limitless possibilities, much like Toys "R" Us itself."

This story was originally featured on Performance Marketing World.