With recruiting challenges at an all-time high and many young people unaware of the Army National Guard’s central role in disaster response, Team DDB and its experiential agency, TMA, have launched Disasterville: a new mixed-reality experience designed to change perceptions and close the awareness gap.
Disasterville transforms high school gyms into full-scale simulated disaster zones using advanced mixed-reality technology typically found at high-end amusement parks. The activation places students at the centre of simulated Guard missions like flood rescues, firefighting, and earthquake relief, giving them the opportunity to experience the Guard’s work first hand instead of just hearing about it.
Disasterville uses Meta Quest 3 headsets with five-player, local-network multiplayer, and advanced hand tracking, eliminating the need for controllers and allowing students to physically use tools like oars, hoses, chainsaws, and the jaws of life. The experience also incorporates real props to blend the physical and virtual environments for maximum immersion. Unlike most premium VR experiences, Disasterville is free to students and schools and accessible in their own communities.
Key aspects of the activation include:
- Free-roaming, mixed-reality VR that transforms high school gyms into interactive disaster response zones
- Meta Quest 3 headsets with five-player simultaneous play and hand tracking, allowing for natural, controller-free interaction
- Real-world props and set pieces, such as ARNG-branded rescue gear, modular Disasterville structures, and operational vehicles like a real-life zodiac raft
- An AR app that unlocks layered mission content and allows students to take selfies and group photos during the experience
- On-site Army National Guard recruiters to guide students, answer questions, and connect the experience to real Guard opportunities
- A cinematic pre-launch trailer, in-school teaser signage, and ‘Break in Case of Emergency’ installations to build awareness
- Amplification through Army National Guard social channels, soldier influencers, and targeted in-school communications
The experience was directed by Dale Carman, co-founder and executive creative director at Groove Jones, a recognised industry leader in XR content with over 25 years’ experience in feature films, immersive tech, and branded VR/AR productions. Carman’s credits include directing the first Oculus Rift VR production, collaborating with Guillermo Del Toro on Pacific Rim: Jaeger Pilot, and projects for DreamWorks, Disney, Ferrari World, and more.
Lieutenant Colonel Ted Dunham, Chief of the Army National Guard Marketing Branch, said, “The Army National Guard’s ‘Disasterville’ marketing effort allows participants to feel the challenges and rewards of serving in the Army National Guard when their neighbours and communities need them most. It’s a powerful way to demonstrate the real-world impact of our commitment to protecting lives and property, and to showcase our partnerships between the Army National Guard, Federal, State and local agencies. Unlike other marketing programs, ‘Disasterville’ offers a glimpse into the intangible sense of personal gratification we receive from helping our neighbours.”
John Carstens, chief creative officer at Team DDB, said, “We knew we couldn’t just tell young people about the Guard’s impact, we had to put them in the middle of it. Disasterville lets students physically and emotionally experience what it’s like to be part of a real disaster response. It’s about showing, not telling, and making the Guard’s mission tangible in a way that’s never been done before.”
Erik Nelson, executive creative director at TMA, part of Team DDB, said, “This project has been a true labour of love, three years in the making. It began with our fascination with virtual reality and its potential beyond entertainment. From the start, we believed VR could build empathy, educate, and create experiences that connect gen z on a deeper level. Partnering with the Army National Guard, we explored that potential through our early projects like Mission Day and State of Emergency, a series of six immersive job experiences that let students step directly into Guard missions. Those early efforts showed us just how far VR could go – and how much further we wanted to push it. Disasterville is the realization of that vision: an accessible, team-based experience that transforms an ordinary gymnasium into something unforgettable. It’s a place where students can feel the rush of teamwork, the weight of responsibility, and the pride of service. Disasterville isn’t just a VR game, it’s the start of something bigger and a new way to inspire the next generation to serve with purpose.”
Disasterville is the first major experiential buildout of the ‘Uncommon Is Calling’ campaign, which launched last spring and marks a shift from message to mission. The activation was piloted on October 28th, with a nationwide rollout to high schools planned for 2026. The goal is to break through the noise of typical part-time options and connect with gen z’s desire for purpose and action, putting the Guard’s unique opportunities and vital community roles front and centre.
Originally appeared on LittleBlackBook.com on 06/11/2025 – https://lbbonline.com/news/Army-National-Guard-Disasterville-Team-DDB
