It's early days yet of Queen of the Spiders (1986), but in converting the classic adnd module for use in my dnd-3.5e campaign, I've already hit a snag. Here's the plot point, quoted for your reading pleasure:
The party has been set up once again [n.b. This is the third time!], but this incident is not what they might think. The newcomers [to the inn where the PCs are dining] are actually members of the city guard. [And, by the way, there are twenty of them!] Tipped that a dangerous fugitive could be found on the scene, they have come bursting in. However, just before they appeared, a hidden magic-user (an agent of the slave lord) cast a phantasmal force about them, disguising them as the PCs' nemesis. The magic-user hopes that the PCs attack, of course, and maintains the illusion only until they do so. (7)
(You don't need to tell me that the phantasmal force spell doesn't actually work that way—this is freakin' Gygax (re)writing this adventure! It works like he says it works, darn it.) Anyway, there should be a 3.5 spell or a magic item that can accomplish what the adventure demands—changing the appearances all at once of a group of 20 creatures without the group realizing that any of their number have had their appearances changed—, but I can't find it.
The lowest-level spell I can find that gets close is the 5th-level Sor/Wiz spell seeming [illus] (Player's Handbook 298) that can change a group's appearance without its permission, but the spell seeming—as other similar higher-level spells also apparently do—still leaves each group member cognizant of his own and other group members' changed appearances, therefore ruining the plot.
Is there a way to simulate the effect the adventure demands using the 3.5 rules, or must this magic-user have researched an original greater veil spell? (The spell veil being already pretty much greater seeming.) Almost anything short of epic spells is available here: the magic-user can be a psion or shadowcaster or whatever if that's what it takes, or the magic-user could possess a ridiculous magic item that allows him to employ the needed effect. (The PCs aren't supposed to be fighting the magic-user but, instead, the involuntarily disguised folks; the magic-user's just going to leave once the battle starts. I simply want to be able to explain how the magic-user perpetrated the ruse after its revealed.)
Note: While I agree with answers that would have official spells like those mentioned in the question create maybe 1 round of disarray, I also figure at least one of the twenty subjects will almost immediately notice that his friends just changed appearances and tip off those who don't notice, ending any conflict with the PCs and seeing the subjects withdraw to determine what other effects this sinister magic may have had. I'd prefer this complicated scheme to create disarray that lasts longer than 1 round.