Sora

Sora is an OpenAI model for generating videos from text descriptions. Launched in December 2024. Generates videos up to 20 seconds in resolution up to 1080p with physically realistic movement of objects - this was a major technical breakthrough compared to competitors Runway and Pika.

In a marketing context, I view Sora as a tool for prototyping video content: quickly testing whether a visual concept for an ad works before commissioning a full production. In 5 minutes, you can make several versions of “atmospheric” videos for an A/B test and show the client in which direction to move.

The limitations are still significant: precise control over the movement of objects is difficult, logos and text in the frame are often distorted, long scenes lose consistency. For the final advertising video, I don’t yet use Sora without manual modification - but for the storyboard and concept preview it already works.