Toys 'R' Us Debuts Groundbreaking Film Created with OpenAI's Text-to-Video Tool Sora

New York City, New York, USA United States of America
Film debuted at 2024 Cannes Lions Festival in collaboration with Native Foreign
First use of Sora for a film by a brand
Sora can generate one-minute videos with multiple characters, specific types of motion, and detailed backgrounds
Toys 'R' Us creates brand film using OpenAI's text-to-video tool Sora
Toys 'R' Us exploring advertising opportunities for the film, may release a holiday iteration soon
Toys 'R' Us Debuts Groundbreaking Film Created with OpenAI's Text-to-Video Tool Sora

Toys 'R' Us, the iconic toy retailer, has made headlines by creating a brand film using OpenAI's text-to-video tool, Sora. The film debuted at the 2024 Cannes Lions Festival and was produced in collaboration with Native Foreign, an Emmy-nominated agency that has alpha access to Sora. Toys 'R' Us claims to be the first brand to use this technology for a film.

The Origin of Toys 'R' Us is a reimagining of the retailer's history, featuring a young Charles Lazarus and his vision for transforming toy stores with the help of Geoffrey the Giraffe. The film was created almost entirely using text inputs and some corrective visual effects.

Sora, which has not yet been publicly released, can generate one-minute videos with multiple characters, specific types of motion, and detailed backgrounds. Experts believe this technology could disrupt the digital entertainment market.

The concept for the film was born after Kim Miller, CMO of Toys 'R' Us Creative studios, attended a brand storytelling group and wanted to do something fun and different for their next project. After Native Foreign became an early tester of Sora, they proposed joining forces to create the film.

The process involved creating text prompts for the scenes, which were then translated into videos by Sora. Some shots came together quickly, while others required more iterations to get the perfect dance between character movements and emotions. Human involvement was necessary throughout the process to ensure accurate reactions and timing.

Toys 'R' Us is currently exploring advertising opportunities for the film and may release a holiday iteration soon. OpenAI has not yet announced an official release date for Sora but rumors indicate it could launch later this summer.

Despite the excitement surrounding this new technology, some concerns have been raised about job loss in the creative industry. The use of AI-generated content is a sign of how far technology has come and where it could go, but human involvement will still be necessary to ensure accurate and engaging storytelling.


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Confidence

90%

Doubts
  • Are there any inaccuracies in the description of Sora's capabilities?
  • Is Toys 'R' Us the first brand to use Sora for a film?

Sources

100%

The overall score is a weighted number that takes into account conflict of interest, bias, deception and other practices that undermine the credibility of the source. It is calculated as:
(Site Conflicts Of Interest + Author Conflicts Of Interest) / 2.0 * 0.2 + ArticleBiasScore * 0.20 + UniquePointsScore * 0.05 + DeceptionScore * 0.20 + ReadabilityScore * 0.05 + FallacyScore * 0.20

A score that takes into consideration the content for flow, interruptions with ads, and overt search engine optimization techniques that makes the content hard to understand

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

The Verge Sean Hollister Tuesday, 25 June 2024 23:30
  • Unique Points
    • Toys ’R’ Us is using OpenAI’s text-to-video tool, Sora, to create a brand film.
    • The video premiered at the 2024 Cannes Lions Festival in France and is currently available on toysrus.com.
  • Accuracy
    No Contradictions at Time Of Publication
  • Deception (100%)
    None Found At Time Of Publication
  • Fallacies (100%)
    None Found At Time Of Publication
  • Bias (100%)
    None Found At Time Of Publication
  • Site Conflicts Of Interest (100%)
    None Found At Time Of Publication
  • Author Conflicts Of Interest (100%)
    None Found At Time Of Publication

90%

The overall score is a weighted number that takes into account conflict of interest, bias, deception and other practices that undermine the credibility of the source. It is calculated as:
(Site Conflicts Of Interest + Author Conflicts Of Interest) / 2.0 * 0.2 + ArticleBiasScore * 0.20 + UniquePointsScore * 0.05 + DeceptionScore * 0.20 + ReadabilityScore * 0.05 + FallacyScore * 0.20

A score that takes into consideration the content for flow, interruptions with ads, and overt search engine optimization techniques that makes the content hard to understand

Toys ‘R’ Us made an ad almost entirely AI. It’s a sign of how far the tech has come — and where it could go

CNN News Site: In-Depth Reporting and Analysis with Some Financial Conflicts and Sensational Language Samantha Murphy Tuesday, 25 June 2024 20:22
  • Unique Points
    • Toys ’R’ Us premiered a short promo film at the 2024 Cannes Lions Festival that was created almost entirely using OpenAI’s new text-to-video tool, Sora.
    • Toys ’R’ Us claims to be the first brand to debut a film using this technology.
    • Sora is not yet publicly available.
  • Accuracy
    No Contradictions at Time Of Publication
  • Deception (50%)
    The article is deceptive in the way it presents OpenAI's Sora AI tool. It implies that Toys 'R' Us made the video almost entirely using Sora without disclosing that Native Foreign, a creative agency with early access to Sora, was heavily involved in the process. This omission creates a false impression of what Toys 'R' Us was able to achieve independently with the technology.
    • Toys 'R' Us said it believes it is the first brand to debut a film using the technology.
  • Fallacies (100%)
    None Found At Time Of Publication
  • Bias (100%)
    None Found At Time Of Publication
  • Site Conflicts Of Interest (100%)
    None Found At Time Of Publication
  • Author Conflicts Of Interest (100%)
    None Found At Time Of Publication

99%

The overall score is a weighted number that takes into account conflict of interest, bias, deception and other practices that undermine the credibility of the source. It is calculated as:
(Site Conflicts Of Interest + Author Conflicts Of Interest) / 2.0 * 0.2 + ArticleBiasScore * 0.20 + UniquePointsScore * 0.05 + DeceptionScore * 0.20 + ReadabilityScore * 0.05 + FallacyScore * 0.20

A score that takes into consideration the content for flow, interruptions with ads, and overt search engine optimization techniques that makes the content hard to understand

AI-Generated 'The Origin of Toys 'R' Us' Brand Film Debuts at Cannes Lions

The Toy Book James Zahn Monday, 24 June 2024 15:59
  • Unique Points
    • Toys 'R' Us has created a brand film called 'The Origin of Toys 'R' Us', which is the first-ever brand film created using OpenAI’s text-to-video tool, Sora.
    • The film debuted at the 2024 Cannes Lions Festival and was produced in collaboration with Native Foreign, an Emmy-nominated agency with alpha access to Sora.
    • Sora can create one-minute, dialog-free video clips using generative AI and has not yet seen a public release.
    • The film went from concept to reality in a few weeks, condensing hundreds of iterative shots down to a couple dozen.
    • Despite Sora’s alpha version being available to a limited number of entertainment industry executives, the technology has already become controversial due to concerns about job loss in the creative industry.
  • Accuracy
    No Contradictions at Time Of Publication
  • Deception (100%)
    None Found At Time Of Publication
  • Fallacies (95%)
    The article contains an appeal to authority when it mentions the Emmy awards won by Native Foreign's Chief Creative Officer and Toys 'R' Us Global Chief Marketing Officer and President of Toys 'R' Us Studios. However, no fallacies were found that significantly impacted the overall content of the article.
    • ] The Origin of Toys 'R' Us is the first-ever brand film created using OpenAI’s text-to-video tool, Sora.[
    • Native Foreign’s Chief Creative has alpha access to Sora.
    • Toys 'R' Us Global Chief Marketing Officer and President of Toys 'R' Us Studios Kim Miller Olko served as executive producer on the film.
    • Four-time Emmy Award-winner Nik Kleverov directed the film.
  • Bias (100%)
    None Found At Time Of Publication
  • Site Conflicts Of Interest (100%)
    None Found At Time Of Publication
  • Author Conflicts Of Interest (100%)
    None Found At Time Of Publication

100%

The overall score is a weighted number that takes into account conflict of interest, bias, deception and other practices that undermine the credibility of the source. It is calculated as:
(Site Conflicts Of Interest + Author Conflicts Of Interest) / 2.0 * 0.2 + ArticleBiasScore * 0.20 + UniquePointsScore * 0.05 + DeceptionScore * 0.20 + ReadabilityScore * 0.05 + FallacyScore * 0.20

A score that takes into consideration the content for flow, interruptions with ads, and overt search engine optimization techniques that makes the content hard to understand

Toys R Us AI-generated ad sparks backlash in creative community

Ad Age Tuesday, 25 June 2024 21:32
  • Unique Points
    • Adrianne Pasquarelli is a senior reporter at Ad Age, covering marketing in retail and finance, as well as in travel and health care.
    • She is also a host of the Marketer's Brief podcast and spearheads special reports including 40 Under 40 and Hottest Brands.
    • Pasquarelli joined Ad Age in 2015 after writing for Crain’s New York Business.
  • Accuracy
    No Contradictions at Time Of Publication
  • Deception (100%)
    None Found At Time Of Publication
  • Fallacies (100%)
    None Found At Time Of Publication
  • Bias (100%)
    None Found At Time Of Publication
  • Site Conflicts Of Interest (100%)
    None Found At Time Of Publication
  • Author Conflicts Of Interest (0%)
    None Found At Time Of Publication