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

Do you have fond memories of Toys “R” Us, back before private equity helped lay it to waste? If so, I’m really curious what you think of this partially AI-generated video that the zombie brand is calling “the first-ever brand film using OpenAI’s new text-to-video tool, Sora.” OpenAI’s Sora wowed the world in February with photorealistic videos created by generative AI — and again when the company’s CTO refused to say where Sora was getting its training data from.

The PR also doesn’t try to claim it’s entirely generated by AI. Native Foreign, the creative agency that produced the footage, had “about a dozen people” working on the video and applied “corrective VFX” on top, according to director Nik Kleverov. Sora “got us about 80-85% of the way there,” he wrote on X: It appears that Native Foreign even reused an earlier shot it generated with Sora as part of the Toys “R” Us project.

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Tribeca Festival And OpenAI Announce ‘Sora Shorts’Charlie Fink is a consultant, columnist, author, and adjunct, covering AI, XR, and the Metaverse for Forbes. He is the author of the critically acclaimed AR-enabled books Charlie Fink’s Metaverse (2017), and Convergence, How The World Will Be Painted With Data (2019).
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