The Scariest Thing About Nike’s 2025 Halloween Ad?
Directed by Chris Capel, this new Nike concept ad blends horror filmmaking with AI tools like Hailuo 2.0, and it might have just changed creative marketing forever.
The Scariest Thing About Nike’s 2025 Halloween Ad? It’s Entirely Made with AI.
Eerie, cinematic, and beautifully unsettling: Probably the best way to describe director Chris Capel’s new spec ad for Nike WHATEVER YOUR GAME, a piece that blurs the line between horror filmmaking and AI craftsmanship.
Known for his work with DreamWorks, Blizzard, and Disney, Capel imagined what a Nike Halloween spot could look like if powered entirely by generative tools. The result feels hauntingly real: flickering lights, creeping shadows, and a sense of tension that builds like a classic slasher film.
The biggest twist in the story was the production itself because every frame, sound, and movement was made with AI. Capel used tools like Midjourney, Firefly, Kling, Hailuo 2.0, and ElevenLabs to generate the visuals, voices, and sound design entirely from scratch.
The result isn’t just a tech experiment, it’s a vision of what high-level filmmaking can look like when creative direction meets generative tools. The storytelling feels human. The tension feels cinematic. The craftsmanship feels deliberate.
This ad proves something bigger: AI isn’t replacing creativity — it’s amplifying it. When used by skilled storytellers, it can turn a concept into an experience that feels straight out of the big screen.
With this piece, Chris Capel didn’t just make a fake Nike ad. He might’ve just shown us the future of creative marketing.
