NIXsolutions: Toys “R” Us AI-Powered Promo Video Released

The toy company Toys “R” Us filed for bankruptcy in 2017, but its brand has been given a new lease on life. Licensed by WHP Global, Toys “R” Us products continue to be sold in stores. Recently, a promotional video has been created to support the brand, with much of the work being done by the artificial intelligence-based video generator OpenAI Sora.

The Creative Process

The development of the video was entrusted to the creative agency Native Foreign. According to director Nik Kleverov, “about a dozen people” were involved in the project. The AI model Sora, he mentioned, handled 80-85% of the work, while the team managed the “corrective visual effects.” The full version of this “branded film,” as Toys “R” Us refers to it, has not yet been published, but it was showcased at the Cannes Lions festival held in France last week. A teaser video has been published on the brand’s YouTube channel, giving a sneak peek into the creative endeavor.

Human Touch and Future Updates

Human participation was indeed crucial in preparing the final version of the video. The director shared (and then deleted) a short report on the X social network about the creation process. One of the frames showed a sign with a grammatical error, which had to be corrected by the team. The full version of the “brand film” is promised to be published on the Toys “R” Us website soon, adds NIXsolutions.

We’ll keep you updated on the release of the full video and any further developments. This blend of AI and human creativity marks an exciting chapter for the iconic toy brand, showcasing how technology can enhance traditional media production.