LONDON, UK – Brand partnership agency Miai+ has unleashed a dynamic brand activation to celebrate the upcoming launch of Doom: The Dark Ages, Bethesda’s latest addition to its iconic action franchise. In collaboration with Kramer Guitars, the revered name in metal and rock since the 1980s and gaming titan Xbox, the campaign redefines the concept of immersive fan engagement.
At the heart of the activation is a unique giveaway: three custom-built Kramer guitars, each infused with artistic tributes to the brutal and cinematic universe of Doom: The Dark Ages. These one of a kind instruments are not just collector’s pieces but they’re an embodiment of metal history, weaponized with the spirit of Doom.
Driving the creative narrative is acclaimed illustrator Luke Preece, whose work blurs the line between gaming legend and heavy metal iconography. Miai+’s cinematic campaign film doesn’t just profile the artist, it plunges viewers straight into the hellish world of Doom, where Preece finds inspiration not in quiet contemplation but in combat and chaos. The reveal of the guitars is paired with the game’s legendary soundtrack, making the film as visceral as the world it celebrates.
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Each guitar design began as a digital concept, meticulously planned and illustrated before being brought to life through hand-cut stencils and detailed brushwork. Every one of a kind piece centres on an iconic weapon from the Doom universe: The Atlan, Serrat the Dragon and The Slayer himself – capturing their raw power in striking detail.
Scott Zeall, Senior Partnership Manager and Gaming Lead at Miai+, said: “Bethesda’s insights into the Doom audience took us in what might seem an unusual direction for this brand activation, but it actually makes total sense. The Doom series is steeped in heavy metal riffs and hardcore solos, while Kramer was the first guitar designed with metal and rock shredder virtuosos in mind. Bringing those worlds together has resulted in something way more epic than the usual giveaways.”
“Doom is literally me in a video game,” says illustrator Luke Preece. “And Doomm and metal go hand-in-hand, because the Kramer brand has such a vast history with heavy metal music, just like Doom has with video games. Getting to bring together music, gaming and art in this campaign by Miai+ is the dream.”
Supporting the activation is a social media campaign and content created especially for Xbox.
CREDITS
Agency: Miai
CEO: Claudine Harris
Head of Creative: Charlie Scowsill
Senior Partnership Manager: Scott Zeall
Artist: Luke Preece – Luke Preece Design & Illustration Ltd
Clients
Bethesda
Xbox 1st Party Games Partnerships Lead: Katie Jerauld
International Brand Manager: Hayden Zhang
Brand Manager: Christopher Mohl
Senior Community Lead: Joshua Boyle
Community Manager, Northern Europe: Becky Armstrong
Xbox
General Manager, Xbox Global Partnerships & Consumer Products: Marcos Waltenberg
Senior Manager, Xbox Global Brand Partnerships: Jennifer Miller
Global Partnerships Manager: Frank Wilson
Gibson, Inc /Kramer:
Global Partnership Director at Gibson, Inc: Marc Graffeuille
Entertainment Relations Manager: Romain Barthelemy
Dealer Product Specialist UK at Gibson Brands, Inc: Ben Scarr
Social Media Manager for Europe at Gibson, Inc: Llia Apostolou
