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    Nike, W+K Amsterdam, Director Rich Hall Chronicle “The Five Stages of Haaland”

    By SHOOTNo Comments169 Views

    Directed by Rich Hall via Riff Raff Films for Wieden+Kennedy Amsterdam, this Nike film–titled “The Five Stages of Haaland”–reimagines a one-on-one battle through the goalkeeper’s perspective, dramatizing his psychological descent through the five stages of grief with Erling Haaland, the Norwegian soccer superstar, charging toward him.

    Haaland scoring a goal is inevitable and the goalie knows it, experiencing the five stages-Denial, Anger, Negotiation, Despair and finally Acceptance. The hyper-stylized processing of the five stages with Haaland’s onslaught unfolding before our eyes blends cinematic intensity and humor, delivering a fresh exhilarating, tongue-in-cheek take on sports advertising.

    Credits

    Client Nike Agency Wieden+Kennedy Amsterdam Susan Hoffman, chief creative officer; Nick Docherty, chief strategy officer; Evgeny Primachenko, Emma Barnet, creative directors; Cheryl Warbook, head of production. Production Riff Raff Films Rich Hall, director; Fred Bonham Carter, producer; Natalie Arnett, exec producer; Niklas Johansson, DP; Andreas Langmark, production manager; Astrid Astrup, production designer. Editorial Stitch editing Ben Cornfield, editor. Postproduction Black Kite Studios Richard Fearon, colorist; James Belch, Jonathan Box, VFX supervisors; Tito Fernandes, shoot supervisor; Hazel Gibson, exec producer; Chloe Ensor, sr. producer. Sound Design & Mix RajSound Raj Sengal, sound designer/mixer. Music Artist/Title Wardruna/”Hagall”; Indie Recordings AS, music label.

    Genre:Sports
    Media Type:Commercial: Television
    Video Tags:Rich HallRiff Raff FilmsWieden+Kennedy Amsterdam



    Top Spot of the Week: Dog Is Not This Man’s Best Friend In AXE Ad Directed By Lionel Goldstein For LOLA MullenLowe

    Friday, March 7, 2025

    Cannes Gold Lion Film Craft winners “Robbery” and “Funeral” for AXE deodorant were standout ads last year, adroitly blending humor with the brand’s signature edge.

    Now, creative agency LOLA MullenLowe in Madrid reunites with Belgian directing duo Lionel Goldstein (Joe Vanhoutteghem and Koen Mortier) to deliver a new campaign for AXE, which explores the theme of sweetness but with an unexpected twist. “The Power of Sweetness” campaign spots subvert traditional notions of charm and kindness, offering a version of “sweet” that’s quite a departure from the norm, staying true to Axe’s playful, irreverent tone while keeping audiences laughing.

    In this spot titled “Dog,” man’s best friend is anything but, jealous of an AXE body fragrance-wearing gent who’s courting the canine’s beloved woman owner. We see how sweetness can turn sour when dog takes sweet revenge on the woman’s beau.

    Repped by Slim Pictures in the U.S., Lionel Goldstein directed the latest package of AXE spots via Belgium-headquartered production house CZAR.

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