Brand
BETHESDA SOFTWORK
DOOM THE DARK
AGES
[THE CHALLENGE]
To hype the release of DOOM: The Dark Ages, Bethesda teamed up with ASH to do something no fan expected: create the Slayer’s new Shield Saw in real life. Not as a prop. Not as a model. But as a fully functional, lethal machine that could rip and tear with the might of the Slayer.
All in all, we wanted to honor the game’s craftsmanship and creativity through tangible, real-world engineering.
[OUR APPROACH]
Our approach always emphasizes the making-of. We gave fans a close-up look at how the Shield Saw came together piece by piece—and what it’s capable of.
1
Partnered with the artisans at Baltimore Knife & Sword to engineer the Shield Saw with working mechanics.
2
Captured the full process for an episode of Man at Arms: Reforged plus a short-form content series showcasing BTS and use.
3
Safely demonstrated the shield in action.
[ EXECUTION HIGHLIGHTS ]
AWE ME:
Full-length episode of Man at Arms: Reforged featuring the complete A-Z build of the Slayer Shield Saw.
SOCIAL TAKEOVER:
Created custom social assets for Bethesda UK and coordinated a strategic social post schedule between them and Man at Arms.
SHORT-FORM SERIES:
Delivered a short-form content suite that included BTS, a Showcase of the Shield from multiple angles, and Viral “Action” moments.
MUSEUM EXHIBIT:
Unveiled the Shield Saw at the Royal Armouries Museum in Leeds, UK for a limited-time fan exhibit.
[ RESULTS ]
+32M
Total campaign views across
YouTube, TikTok, IG, and X.
[ COMMUNITY REACTION ]
[ EARNED MEDIA ]
+380K
Daily Mail
[ TOTAL CAMPAIGN VIEWS ]
[ EARNED MEDIA ]
+10M
Reaction Video Views
[ KEY LEARNINGS ]
Real World, Real Impact:
Fans don’t just want to watch; they want to feel. By bringing the Saw Shield to life, we made the world of DOOM something fans could literally stand beside and believe in.
WHEN LEGENDS COLLIDE:
With the Shield Saw on display surrounded by centuries of real weapons and armor, the line between myth and history disappeared. For fans, the game world wasn’t imagined, it was suddenly inhabited.
ENGINEERING IS STORYTELLING:
Every bolt, weld, and blade was part of the narrative. By treating craftsmanship as performance, the making-of process becomes as captivating as the final reveal. This is what turns a build into a brand experience.
[ TAKEAWAYS ]
AUTHENTICITY IS CREDIBILITY:
The Shield Saw wasn’t a stiff prop, it was a working weapon. The spinning blades, massive size, and roaring motor gave the campaign an integrity fans could trust.
FANDOM MAKES MEDIA:
The Shield Saw went viral because of the fans, not the budget. Their reactions and reposts became the campaign’s most valuable media. When it comes to fandom, participation is promotion.
THE FUTURE IS TANGIBLE:
Worlds on screen fade fast. Worlds you can experience endure. Material creativity deepens the connection with fans and turns players to explorers. The result? An unforgettable impression.
[Contact US]