Sora 2, iPhone 17, and mobile cinema: when video creation becomes instantaneous
October 2025 marks a turning point for video marketing. OpenAI launches Sora 2 and transforms advertising production into a text-based conversation, Apple mobilizes its fans as an army of creators, and the Criterion Collection proves that a van can rival pharaonic activation budgets.
Three approaches that redefine our relationship to video creation: immediacy, participation, and tangible emotion.
Sora 2: OpenAI turns words into ad spots
OpenAI has just launched Sora 2, which generates hyper-realistic videos in minutes from text prompts. Synchronized audio, controllable movements, TikTok/Reels-optimized formats… the tool masters the entire production chain.
The ‘cameos’ technology allows embedding any face into any scene. Mattel and the Criterion Collection have already tested the tool for their autumn 2025 launches. Each creation includes a watermark and provenance metadata to trace the AI origin.
The promise: test massively rather than produce perfectly. Generate fifty variations of a spot in one day, identify the patterns that work, refine in real time. Creation becomes iterative and data-driven, but raises debates about copyright and authenticity. OpenAI imposes guardrails, and the advertising industry will have to invent its own ethical rules.
Sora 2 shifts the added value of creatives: the brief becomes prompt engineering, the storyboard becomes rapid iteration, and post-production becomes creative validation.
Links :
- https://openai.com/index/sora-2/
- https://www.marketingaiinstitute.com/blog/sora-2
- https://skywork.ai/blog/sora-2-advertising-best-practices-2025-short-video-ads/
- https://www.nytimes.com/2025/10/02/technology/openai-sora-video-app.html
Criterion Collection: Auteur cinema becomes a street experience
At SXSW, Criterion Collection turned a white van into a mobile archive of cult films. The setup invites passersby to create and edit their own micro-films from iconic DVDs, directly inside the vehicle.
This guerrilla cinema puts the physical medium at the center of the experience. Fans handle the DVDs, explore the bonuses, create their edits, and share their creations. Spontaneous queues, UGC content on TikTok, organic press coverage… the activation generates its own amplification.
In an era of ubiquitous streaming, Criterion proves that scarcity and materiality create desirability. While OpenAI automates video production, the Criterion Collection celebrates the artisanal creative gesture. A modest budget can generate disproportionate impact when the experience offered is emotionally resonant.
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Apple iPhone 17: Your customers become your advertisers
Apple reimagines its launch model with the iPhone 17. The brand turns its early adopters into content creators via instant TikTok templates and ready-to-use video modules.
The system: Apple invites its fans to document their ‘daily upgrades’ — battery life, AI camera, micro-design details. Each store offers live, scenario-based demos, immediately pushed to social with dedicated hashtags. Result: instant brand awareness, accelerated adoption, worldwide virality from the first week.
Apple doesn’t advertise its product; it creates the conditions for its users to become storytellers. The brand provides the tools, the community creates the narrative. Distributed content creation becomes more powerful than centralized campaigns.
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Three philosophies of video creation
Sora 2 automates creative production, the Criterion Collection celebrates emotional craftsmanship, and Apple orchestrates community-driven creation. Technical immediacy does not kill tangible authenticity nor participatory creation. These three models coexist and meet different needs.
Between production speed and emotional depth, brands will need to choose their territory based on contexts. As Australia tests AI regulation and Chile explores ethical automation, these three brands are experimenting with the new paradigms of video creation.