Toys R Us creates the first Sora AI-generated brand film

Toys R Us has created the first big brand advert generated entirely with AI.

It was going to happen eventually, and Toys R Us is the first one to do it. The company has created the first brand film to made entirely with genAI, Sora to be precise.

The film tells the imagined story of Charles Lazarus, the founder of the company, and Geoffrey the Giraffe, the Toys R Us mascot. The film is, as you'd expect pretty much all in slow motion, because that seems to be AI's "thing" right now. What is interesting is how consistent the characters are across the different shots.

This does of course raise the question once again about how AI will impact the careers of creatives. For me, it's just another way of generating an image. The concepts and ideas behind it will always need a human. A company like Toys R Us is never going to let its brand image be controlled by AI, after all.

That said, this is all going to have an effect eventually. But, until AI video generation can be finely controlled, and complex human motion in real time, as opposed to dreamy slow motion, is possible, humans are safe... for now. Watch the video below and let us know what you think.