- Case Study
Toys R Us and OpenAI Sora: The First Brand Film That Actually Tried
In June 2024, Toys R Us released a brand short produced with OpenAI's Sora. The reception was mixed. The strategic reading is more interesting than the reception.
- Case Study
What Coca-Cola's "Create Real Magic" Got Right About Branded AI
In early 2023, Coca-Cola opened its archive to an AI co-creation platform. The campaign attracted criticism, but the structural decisions were ahead of where most brands have landed since.