Sora & Toys Я Us
Sora and Toys "R" Us have recently partnered along with Native Foreign to create a fascinating blend of AI and traditional filmmaking techniques in their new video. Debuting quietly on the Toys "R" Us page after being showcased at the 2024 Cannes Lions Festival, this collaboration exemplifies a savvy advertising strategy that leverages both brands' strengths to generate buzz and credibility.
The video, designed to be easily shareable, cleverly plays on the uncanny valley effect that often plagues AI-generated content. While some viewers noted the slightly eerie quality of the human characters, most agreed that the overall production quality was impressive, even rivaling that of Hollywood 3D humans. The voice-over, done by a real person rather than an AI, adds a layer of authenticity and warmth to the video, mitigating any robotic undertones.
One of the most interesting aspects of this video is the subtle disclaimer embedded in the content. While Sora is capable of generating realistic scenes and characters from text prompts, the video also incorporates visual effects (VFX) that enhance the final product. This combination of AI and human input underscores the potential for collaborative creativity in the digital age, where AI can handle initial concepts and humans refine the final output.
The production of the Sora and Toys "R" Us spot likely resembled the making of a documentary, where the narrative is often crafted in the editing room. The process begins with generating hundreds of shots, each capturing different scenes and moments that can inspire new directions and ideas. These shots are created out of order, much like the raw footage of a verité film or a reality show, providing a wide array of material for the editor to work with.
In the editing phase, the challenge lies in sifting through this extensive footage to construct a coherent and engaging story. The editor must pull together the most compelling and visually interesting shots, creating a sequence that feels exciting and dynamic, similar to a movie trailer that teases various concepts without revealing a full narrative. Non-sequitur shots, which might seem out of place in a traditional storyline, are acceptable here and can add to the overall intrigue and appeal.
To enhance continuity and storytelling, visual effects are employed. Techniques like adding particles and even 3D animation can help weave disparate shots into a seamless narrative. Once the visual framework is established, a script is written to provide structure and coherence. This script undergoes several rounds of editing and rewriting, aligning closely with the visuals to ensure a smooth flow. A voice-over is then added, bridging the gaps between scenes and eliminating the need for lip sync, while also lending a human touch that makes the entire piece more relatable and cohesive.
The strategic decision to include a downloadable option for the video means that it can be widely distributed by consumers, amplifying its reach without additional promotional efforts. This move is particularly clever given Toys "R" Us's shift from physical stores to a more digital presence. By allowing easy sharing, they tap into organic promotion, turning viewers into brand advocates.
Moreover, the partnership with Sora lends Toys "R" Us a modern, tech-savvy edge while granting Sora credibility through association with a beloved, family-friendly brand. This blend of old and new, human and AI, reflects a forward-thinking approach to advertising that could set a new standard in the industry over the next couple of years—a method that Mechanism Digital has fully embraced in its own production processes.
View the spot here: https://www.toysrus.com/pages/studios