Native Foreign and Toys ‘R’ Us Studios
80% of the commercial is created by Sora. In this project, which was realized in cooperation with creative agency Native Foreign and Toys ‘R’ Us Studios, artificial intelligence is utilized in all processes from script writing to visual design. Especially the creation of the brand’s mascot Geoffrey with Sora draws attention. However, in the visualization of Lazarus’ father’s bicycle shop, real drawings and photographs are used instead of Sora due to its historical and emotional importance.
On the other hand, this step by Toys ‘R’ Us demonstrates the integration of artificial intelligence technologies into creative processes such as advertising and filmmaking. OpenAI’s Sora tool, which has not yet been released to the public, can create one-minute video clips without dialog and stands out with these features. The project is an important example of how artificial intelligence can be used in creative industries.
Toys ‘R’ Us continues to expand its operations in the US and UK, partnering with Macy’s, WHSmith and Go! Retail Group. This new commercial stands out as an important step in the brand’s digitalization process. This innovative approach created by artificial intelligence in advertising aims to be an inspiration for future projects.
The Origin of Toys ‘R’ Us at Cannes Lions Festival
Immediately after its release on digital platforms, the film is generating a lot of buzz in the industry. Some in the creative community have criticized the project, while others are positive about the future of advertising. The premiere, which took place at the Cannes Lions Festival in particular, has also brought discussions. The impact of AI-generated content on the creative industry is seen negatively by some experts, and some industry professionals even describe the project as an “abomination”.
