Experience the 5 Stages of Erling Haaland with Nike Phantom GX

Directed by Rich Hall, the film reimagines a one-on-one battle through the goalkeeper’s perspective, dramatising his psychological descent through the five stages of grief. A hyper-stylised void heightens the spectacle, contrasting Erling Haaland’s effortless dominance with the keeper’s growing desperation. Blending cinematic intensity with humour, the campaign delivers a fresh, exhilarating take on sports advertising. 

Rich Hall said, "The unstoppable force complex. The runaway train unable to stop before the broken bridge. Erling versus the goalie. Undeniable. Inescapable. Irresistible. We’re caught in the enthral as he bears down on the goalie. Like the terminator walking towards you, he’s a machine.

As an Arsenal fan, no one is more aware of Erling's prowess in front of goal, and he didn’t disappoint. We had a mad seven days between job award and shooting the thing out in Norway, but the wicked guys at W+K Amsterdam had already written a brilliant script; and we just had to execute.

Shooting on phantom as Erling ran towards us provided the perfect contrast to the reverse shot of our very panicked goalkeeper, who cannot contain his existential crisis. This is where the fun and intrigue of the spot lives."