During the 2024 Cannes Lions Festival, Toys"R"Us Studios and Emmy-nominated creative agency Native Foreign premiered the first-ever brand film, The Origin of Toys"R"Us, created with OpenAI Sora technology. Made possible with OpenAI's new text-to-video tool, Sora, this brand film provides a glimpse at the future, as Native Foreign's Chief Creative has alpha access to Sora before its public release. "The creative industry is experiencing a renaissance, much like Toys"R"Us," said Nik Kleverov, Chief Creative Officer at Native Foreign, "Through Sora, we were able to tell this incredible story with remarkable speed and efficiency.
Sora can generate up to one-minute-long videos with typed-in instructions, and The Origin of Toys"R"Us brand film illustrates the story of Toys"R"Us founder Charles Lazarus and how the brand's beloved mascot Geoffrey the Giraffe came to him in a dream.