Brand
NetEase Games
NARAKA
BLADEPOINT
[THE CHALLENGE]
NetEase Games approached ASH to create an original global content series to promote NARAKA: BLADEPOINT and its newest weapon: Viper Ning's Whipsword.
NetEase needed a unique production partner capable of producing both cinematic content faithful to the game and engineering a real, functional weapon. The delivered assets then needed to perform across both Western and Chinese audiences simultaneously.
The Whipsword itself immediately raised the stakes. This is a sword that transforms between a rigid blade and a flexible whip, demanding precise engineering to bring to life.
[OUR APPROACH]
This was much more than an influencer campaign or simple sponsorship. ASH approached this as a global content production. We created the story, built the weapon, and delivered assets forged for dual-market distribution.
1
Partnered with the artisans at Baltimore Knife & Sword to engineer a fully functional Whipsword able to transform from rigid sword to flexible whip at the click of a switch.
2
Produced a content series designed for U.S. and Chinese audiences across YouTube, TikTok, Bilibili, Douyin, and more.
3
Delivered all assets to NetEase for deployment across their official Chinese channels, extending the campaign's reach well beyond Western platforms.
[ EXECUTION HIGHLIGHTS ]
LONG-FORM PRODUCTION:
Full-length episode documenting the complete Whipsword build from modeling to forging to final demonstration.
DUAL-MARKET DISTRIBUTION:
Content posted across ASH channels (US) and NARAKA's official Bilibili, Xiaohongshu, and Douyin accounts (China).
BEHIND-THE-SCENES:
An in-depth look at the engineering and craftsmanship that brought a video game weapon to life.
SHORT-FORM SERIES:
4 dedicated short-form videos across YouTube Shorts and TikTok, including one TikTok exceeding 400K views.
[ THE RESULTS ]
[ US CAMPAIGN ]
YouTube2.12M
Views
TikTok427K
Views
[ COMMUNITY REACTION ]
[ TOTAL CAMPAIGN ]
5
Videos
3.1M
Views
43.7K
Likes
2.4K
Saves
9.9K
Shares
[ CHINA CAMPAIGN ]
+548K
Views
+57K
Views
+25K
Views
[ OFFICIAL BRAND REACTION ]
NARAKA: BLADEPOINT partnered with the world-renowned bladesmith team Baltimore Knife & Sword to create a 1:1 real-life replica of the legendary whip sword. The moment this sword steps out of NARAKA and into reality, “Unbound in body, limitless in the way of combat” becomes more than just a slogan. Special thanks to the master craftsmen at Man at Arms: Reforged for their incredible work.
[ KEY LEARNINGS ]
PRODUCTION OVER PROMOTION:
Content goes far beyond the typical sponsored post when it’s made with craft and authenticity. NetEase needed a story worth sharing, not another ad.
GLOBAL CRAFT, GLOBAL REACH:
The Man at Arms audience is worldwide. The same content that captured imaginations in the US performed across Bilibili, Xiaohongshu, and Douyin. True artistry is a universal language.
[ TAKEAWAYS ]
BUILT TO LAST:
Family-friendly, evergreen content means these assets keep performing without feeling dated. Forget trend-chasing. Be different. Be remembered.
[Contact US]