The trend of making movies with AI started several years before OpenAI's Sora was revealed. The first AI-generated short film, "Sunspring," authored by an AI system named Benjamin, premiered at the Sci-Fi London Film Festival in 2023. This historic event paved the stage for more ambitious efforts, such as "The Frost," a 12-minute video in which DALL-E 2 created every shot. Following these pioneering efforts, numerous additional businesses joined the AI filmmaking space, including Runway's Gen-2 model, Stability AI's Stable Video Diffusion, Pika Labs, Meta (via its Make-A-Video tool), and Google (via Lumiere). These previous attempts revealed AI's promise in filmmaking, paving the way for more complex systems like as Sora to develop.
The legendary Toys"R"Us brand jumped ahead of the curve by creating the first-ever brand film utilising OpenAI's new text-to-video engine, Sora. Toys"R"Us Studios, the worldwide toy brand's entertainment production arm, has worked with Emmy-nominated creative firm Native Foreign, whose Chief Creative has alpha access to Sora, which has yet to be publicly published. They collaborated to launch this brand video during the 2024 Cannes Lions Festival, exposing it to an audience of brand and advertising industry executives at an exclusive LBB Beach event in France.
Toys "R" Us: Brand Film Teaser. This is the culmination of the FIRST EVER brand film developed with OpenAI's Sora technology in collaboration with Native Foreign.
