First-Of-Its-Kind Brand Video Premieres During Cannes
Lions Festival
NEW
YORK, June 24, 2024 /PRNewswire/ -- The
iconic Toys"R"Us brand is leaping ahead of the curve by
creating the first-ever brand film using OpenAI's new text-to-video
tool, Sora. Toys"R"Us Studios, the entertainment
production arm of the global toy brand, partnered with
Emmy-nominated creative agency Native Foreign, whose Chief
Creative has alpha access to Sora - which has not yet been publicly
released. Together, they premiered this brand film during the
2024 Cannes Lions Festival, showcasing it to an audience of brand
and advertising industry leaders at an exclusive LBB Beach event in
France.
The Origin of Toys"R"Us brand film was co-produced by four-time
Emmy Award-winning producer and Toys"R"Us Studios President
Kim Miller Olko as executive
producer and Native Foreign's Nik Kleverov as director. Sora
can generate up to one-minute-long videos featuring realistic
scenes and multiple characters, all based on typed-in instructions.
The brand piece tells the story of Toys"R"Us founder Charles
Lazarus and his idea that transformed toy stores forever, featuring
the beloved mascot Geoffrey the Giraffe coming to him in a dream -
a dream that came true much to the delight of generations of
children. The full brand film is available to view on
https://toysrus.com/studios.
"Charles Lazarus was a visionary
ahead of his time and we wanted to honor his legacy with a spot
using the most cutting-edge technology available. Our brand
embraces innovation and the emotional appeal of Toys"R"Us to
connect with consumers in unexpected ways. We aim to capture that
nostalgic feeling and deliver it uniquely to Toys"R"Us kids of all
ages. Partnering with Native Foreign to push the boundaries of
OpenAI's Sora is truly exciting. Dreams are full of magic and
endless possibilities, and so is Toys"R"Us," said Kim Miller Olko, Toys"R"Us Global Chief
Marketing Officer and President of Toys"R"Us Studios.
"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. Toys"R"Us is the perfect
brand to embrace this AI-forward strategy, and we are thrilled to
collaborate with their creative team to help lead the next wave of
innovative storytelling."
OpenAI's Sora enabled Toys"R"Us Studios and Native Foreign to
bring a concept to reality in just a few weeks, condensing hundreds
of iterative shots down to a couple dozen. The brand film was
almost entirely created with Sora, with some corrective VFX and an
original music score composed by Aaron
Marsh of famed indie rock band Copeland.
To watch the full brand video and learn more, go to
www.toysrus.com/studios.
High-resolution images are available here.
About Toys"R"Us
Toys"R"Us is a global leader in the
toy industry, celebrating the joys of childhood and play for over
70 years. Geoffrey the Giraffe™, the beloved mascot of Toys"R"Us,
is adored by millions of kids and their families around the world.
In the U.S., Toys"R"Us can be found inside every Macy's store, at
flagship locations at American Dream and Mall of America, and
online at toysrus.com. Globally, the brand generates more than
USD $2 billion in annual retail sales
through over 1,400 stores and e-commerce businesses in 32
countries. Toys"R"Us is owned by WHP Global, a leading brand
management firm with a portfolio of consumer brands that generate
USD$7.5 billion in retail sales.
Follow @toysrus on social for the latest updates.
About Native Foreign
Headquartered in Los Angeles, the WBENC-certified
woman-owned, award-winning hybrid creative agency and production
company specializes in telling authentic stories elevated by
design. Having worked with some of today's top brands, including
Amazon, OpenAI, Netflix, and more - Native Foreign conceives
original creative campaigns, enriches existing projects, and
specializes in brand storytelling. For more information, visit
nativeforeign.tv or nativeforeign.ai for their AI Labs program.
Media Contacts:
Toys"R"Us
Jaime Cassavechia
EJ Media Group
379532@email4pr.com
(646) 701-7041
Native Foreign
DKC
379532@email4pr.com
310-266-9747
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SOURCE Toys"R"Us