Brand
Hoyoverse
ZENLESS ZONE
ZERO
[THE CHALLENGE]
The team at HoYoverse approached ASH with an incredible challenge: to bring one of their most iconic weapons to life.
To celebrate the arrival of Hoshimi Miyabi, the latest and most anticipated playable Agent in Zenless Zone Zero, we were commissioned to forge her signature weapon, the Tailless Blue Flame Katana. The blade stands as a symbol of Miyabi’s strength, her family lineage, and the source of her formidable power.
[OUR APPROACH]
The smiths at Baltimore Knife & Sword forged Tailless with meticulous accuracy based on the in-game design.
Since Tailless is the source of Miyabi’s power, the blade and the flame needed to feel alive—electric, lethal, and legendary. The result was otherworldy yet believable.
Every choice in production was guided by Miyabi’s lore and family legacy. This ensured we created a weapon with generational power and history.
This build fused real-world blacksmithing techniques with the stylized world of ZZZ.
[ EXECUTION HIGHLIGHTS ]
AWE ME:
Full-length episode of Man at Arms: Reforged featuring the complete creation of Miyabi’s Tailless Katana.
CREATIVE FIDELITY:
Showcased real-world smithing techniques and flame effects faithful to the game’s art direction.
SOCIAL BOOST:
Amplified across YouTube, Instagram, and X with short-form edits and stills.
Players raved across Reddit, X, and HoYo’s official discussion forums.
[ RESULTS ]
+400%
More First Month Viewers*
+200%
More Total Views*
+219%
More Viewer Engagement*
*Compared To 12 month
Channel Average
[ COMMUNITY REACTION ]
[ KEY LEARNINGS ]
Real World, Real Impact:
Players don't want to just game; they want to feel like they're a part of the world. By transforming digital creations into reality, we ignite deeper engagement and let fandoms flourish on their own.
CRAFTSMANSHIP IS CREDIBILITY:
High-effort and highly-detailed artistry signals respect for source material. This naturally earns trust from both players and studios. The impact of even a single asset creates value comparable to complex, multi-asset campaigns.
SHARING EMOTION:
We know how meaningful these worlds can be to players. By connecting to the source material and allowing the story to guide our process, the results carry genuine emotional weight and spread on their own from player to player.
[ TAKEAWAYS ]
AMPLIFIED AUTHENTICITY:
By staying faithful to Zenless Zone Zero’s rich visual world and themes, the campaign resonated with both loyal players and new audiences.
COLLABORATION CREATES ELEVATION:
Working seamlessly with the creative and marketing teams at HoYoverse ensured alignment, consistency, and player-first storytelling across the final product and social campaigns.
ARTSHOULD HURT-AND DELIVER:
ASH combines cinematic craft with marketing precision to create inspiring campaigns for fans by fans. Our deep industry connections and understanding of the culture generate measurable brand value.
[Contact US]