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Toys "R "Us Triumphs with Video Created by AIn spite of Criticism.

Toys "R "Us chose to relaunch its brand through technological innovation, using Sora, OpenAI’s text video generation tool. The brand’s entertainment production division, Toys "R "Us Studios, partnered with creative agency Native Foreign to create a new film, which premiered at Cannes Lions 2024 during an exclusive event at LBB Beach.

The film tells the story of founder Charles Lazarus, highlighting his revolutionary vision for toy stores. Mascot Geoffrey the Giraffe appears in a dream to Lazarus, symbolizing the joy brought to generations of children. Thanks to Sora, the project was completed in a matter of weeks, reducing hundreds of takes to a few dozen. The film was made almost entirely with Sora, with some VFX retouching and an original score by Aaron Marsh of the band Copeland.

Kim Miller Olko, Global Chief Marketing Officer of Toys "R "Us, said the film is a tribute to the forward-looking vision of Lazarus. She emphasized the importance of Toys "R "Us’ innovation and emotional appeal to connect with consumers in new and unexpected ways. The goal was to capture a nostalgic feeling and convey it to children of all ages.

Nik Kleverov, Chief Creative Officer of Native Foreign, highlighted the renaissance of the creative industry, likening it to the revival of Toys "R "Us. Thanks to Sora, the story was told with extraordinary speed and efficiency. Kleverov expressed enthusiasm for working with the Toys "R "Us creative team, calling the brand ideal for this innovative strategy.

Reactions on social media have been mixed. Many creatives expressed concern that artificial intelligence could replace acting, writing, and design professionals. Cartoonist Andy Kluthe criticized the choice, saying that real actors would make the video "a thousand times less creepy." Comedian Mike Drucker compared the film to "a Stephen King nightmare."

Despite the criticism, Toys "R "Us and Native Foreign consider the project a success. Kim Miller Olko said there is a lot of fear and misinformation about artificial intelligence, but stressed the importance of seeing and understanding how these new technologies work.