At the outbreak of World War I Bulfin and the 2nd Brigade were transported to the Western Front as part of the original British Expeditionary Force. During the fighting around Ypres at the end of October 1914, he organized an impromptu force of six battalions (known as "Bulfin's force") and led a counterattack to stem the German advance. This action won him considerable praise from 1st Corps commander Douglas Haig, as well as BEF commander John French. In December, he was promoted to command the newly formed 28th Division, and led this formation through the heavy German gas attacks at the 2nd Battle of Ypres, and also at the Battle of Loos.