Nathan Rourke Headlines BC Lions x World Vision 6K Walk For Water with AI-Powered Fan Transformation Experience
When community, purpose, and innovation come together, the result is more than just an event, it’s a moment people remember. That’s exactly what happened at the BC Lions x World Vision 6K Walk For Water, where fans, families, and football stars gathered for a powerful cause and experienced something truly unexpected: an AI-powered fan transformation experience led by Off the Reel.
With BC Lions quarterback Nathan Rourke taking center stage alongside fellow CFL players Jevon Cottoy, Jamer Butler, and George Chayka, the activation blended cutting-edge technology with heartfelt community engagement, creating one of the most talked-about moments of the day.
Held at McLeod Athletic Park Stadium in Langley, BC, this event proved that experiential marketing can do more than entertain; it can inspire action, connection, and generosity.
Event Overview: BC Lions x World Vision 6K Walk For Water
The BC Lions x World Vision 6K Walk For Water is an annual fundraising event dedicated to raising awareness and funds to help provide clean water access to communities around the world. Participants walk 6 kilometers the average distance many people, especially women and children, must walk daily to access clean water.
This year’s event brought together:
- BC Lions fans and families
- World Vision Canada supporters
- Corporate teams and community groups
- CFL players and BC Lions staff
The energy was high, the purpose was clear, and the sense of togetherness was undeniable.
Elevating the Experience with AI-Powered Fan Transformation
While the walk itself was the heart of the event, Off The Reel introduced an interactive AI photo booth experience designed to surprise, delight, and engage attendees in a completely new way.
Instead of a traditional photo booth, guests were invited to answer a playful question:
“Have you ever wondered what you’d look like as a professional football player?”
Within seconds, the AI transformed participants into pro-level football athletes, complete with:
- Authentic BC Lions-style visuals
- Dynamic, action-ready poses
- High-energy, professional sports aesthetics
No uniforms.
No helmets.
No football drills required.
Just pure fun powered by AI.
Nathan Rourke: A Star Moment Fans Won’t Forget
One of the highlights of the activation was seeing Nathan Rourke, one of the CFL’s most recognized and celebrated quarterbacks, engage with the experience alongside fans.
Nathan’s presence instantly elevated the activation:
- Fans lined up to see how the AI would transform them into athletes “just like Nathan”
- Guests compared their AI images to real BC Lions players
- The energy around the booth surged every time a player stepped in
Nathan’s enthusiasm, humor, and willingness to embrace the tech made the activation feel accessible and inclusive. Instead of creating distance between athlete and fan, the experience brought everyone onto the same playing field even if just for a photo.
CFL Players Join the Fun: Cottoy, Butler & Chayka
In addition to Nathan Rourke, several other BC Lions players took part in the activation, adding even more excitement and authenticity.
Jevon Cottoy
Wide receiver Jevon Cottoy was one of the first players to jump into the experience. Watching a professional athlete see himself reimagined through AI sparked laughter, curiosity, and genuine excitement not just from Jevon, but from everyone around.
That moment inspired the entire activation’s tone: fun, playful, and human.
Jamer Butler & George Chayka
Defensive standout Jamer Butler and fan-favorite George Chayka also participated, interacting with fans, comparing AI transformations, and embracing the creative side of technology.
Seeing players engage as participants, not just celebrities reinforced the sense of community that defines both the BC Lions and World Vision.
Technology with a Purpose
This activation wasn’t just about photos or social shares. It was about using technology as a storytelling tool.
The AI experience reflected the core values of the event:
- Community: Fans and players shared the same experience
- Empathy: A reminder that perspective matters just as AI changes how we see ourselves, access to clean water changes lives
- Innovation: Modern tools can drive meaningful engagement
By pairing advanced AI visuals with a mission-driven event, the booth became a conversation starter, a memory maker, and a bridge between entertainment and impact.
How Guests Interacted with the Booth
The interaction flow was simple and intuitive, ensuring guests of all ages could participate:
- Guests stepped up to the booth and posed naturally
- The AI system processed the image instantly
- Participants received a transformed image as a professional football player
- Reactions followed laughter, surprise, pride, and excitement
- Photos were shared, discussed, and compared with friends and family
Many guests returned multiple times, bringing others with them to try the experience.
Customization & Branding Elements
To align the experience with both World Vision Canada and the BC Lions, the activation included:
- Branded visual elements inspired by professional football
- Custom AI styling designed for high-impact sports imagery
- Seamless digital sharing for social engagement
- A setup that blended naturally into the event environment
The result was an activation that felt intentional, premium, and purpose-driven.
Audience Impact & Feedback
The response from guests, staff, and players was overwhelmingly positive:
- Fans expressed how unexpected and fun the experience was
- BC Lions players enjoyed seeing themselves and fans through an AI lens
- World Vision staff appreciated the balance of creativity and respect for the cause
Most importantly, the booth created moments of joy, something that amplified the emotional impact of the fundraiser rather than distracting from it.
More Than an Activation A Shared Experience
At its core, this activation was about more than technology. It was about connection.
Seeing a fan smile as they viewed their AI transformation.
Hearing laughter as players compared images.
Watching families gather around screens together.
Those moments are what make experiential marketing powerful.
As shared during the event:
“This activation wasn’t just about photos. It was about community, celebrating teamwork, and caring for those beyond ourselves.”
Final Thoughts: Innovation Meets Impact
The BC Lions x World Vision 6K Walk For Water showed what’s possible when innovation supports a meaningful mission. With Nathan Rourke leading the way, and players like Jevon Cottoy, Jamer Butler, and George Chayka embracing the experience, the AI-powered fan transformation became a standout moment in an already powerful day.
Off The Reel is proud to have contributed an activation that:
- Entertained without overshadowing the cause
- Brought fans and athletes together
- Used technology to create genuine human connection
Because when creativity is guided by purpose, the results speak for themselves.
