Toys ‘R’ Us revives its brand with OpenAI’s Sora
Toys ‘R’ Us owner WHP Global just premiered what it calls the first brand film created with OpenAI’s video generator, Sora. Creative agency Native Foreign revealed that Sora handled roughly 80% to 85% of the footage, but a dozen artists still had to step in with VFX cleanups. It offers a candid early look at how Hollywood and ad agencies are actually mixing generative AI into production pipelines.