When Air Force Recruiting Service deployed its "Activate: Special Warfare" mobile tour in April 2021, the four-dimensional virtual reality, experience-on-wheels became the latest entry in an elite category of games.
Over the years, dozens of movies have made their way to becoming games in arcades and on portable devices. This genre includes commercial hits like Dune, a 1992-released game that is based on its namesake film.
Activate's own story began in 2019 with the production of a commercial targeting special warfare recruitment.
"We were coming up with ideas to promote Special Warfare," said Travis Waid, a writer and creative director for GSD&M. Waid's employer is the Austin, Texas-based advertising agency for the U.S. Air Force. "We were also assigned with creating a new experiential tour to promote Special Warfare and it hit us. Instead of creating two separate things, what if they supported each other?"
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