But while OpenAI has reportedly been pitching the technology to Hollywood, one of the first entities to publicly attack it was brand management company WHP Global, which currently licenses the Toys “R” Us brand to stores like Macy’s and also Exploring larger stores. Nearly every Macy’s department store now has a branded toy section, but these are usually just meager toy aisles rather than the toy warehouses that once inspired kids’ dreams.
While some headlines claim this is the first ad created by OpenAI’s Sora, the press release doesn’t suggest it will air anywhere other than toysrus.com, although it will also be shown at the ad agency at Cannes Lions 2024 It premiered in front of a high-rise audience at a festival in France last week.
Nor did the PR attempt to claim that it was generated entirely by artificial intelligence. Director Nik Kleverov said the creative agency that produced the video, Nativeforeign, had “about a dozen people” working on the video and applied “corrective visual effects” to it. Sora “gets us about 80-85% done” He wrote on X:
It appears that Native Foreign even reused footage previously generated with Sora as part of the Toys “R” Us project. Here’s the bike repair shop the company showed off in March, compared to the final revised clip:
Revealed: Vox Media, the parent company of The Verge, has struck a technology and content deal with OpenAI.
