Client
World Vision Canada
Event
BC Lions x World Vision 6K Walk For Water
Attendance
Large community turnout (staff, athletes, families, and supporters)
Location
McLeod Athletic Park Stadium 58 Ave & 214A St, Langley, BC
Event Objective
World Vision Canada, together with the BC Lions, hosted the annual 6K Walk for Water fundraiser an event built on community, compassion, and raising awareness for global clean water needs.
For this activation, Off The Reel was invited to create something unexpected and fun for both the BC Lions team members and the World Vision staff.
The goal?
Add a creative, interactive twist to the event by letting guests instantly see themselves as professional football players no gear, no poses, no tackles required. Using cutting-edge AI technology, we transformed participants into athletes in seconds, giving them a high-energy keepsake and a moment they couldn’t help but smile about.
Strategic Approach
To deliver a memorable and fully immersive experience, Off The Reel deployed a custom AI Event Photography activation designed specifically for the BC Lions community.
Using a mobile-friendly AI setup, our booth generated instant athlete transformations that made guests look like part of the BC Lions roster. Authentic team visuals, dynamic poses, and football-themed styling brought every image to life.
We also incorporated light traditional photography and optional printing, ensuring both digital and physical takeaways could be shared, kept, and celebrated.
This concept resonated not just with guests even BC Lions players themselves joined in, laughing as they saw their own AI-generated football versions.
Off The Reel
Key Activations
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AI Event Photography Experience
Guests stepped up to the booth and were instantly transformed into pro-level football players using AI technology. No props, no uniforms just creativity and advanced AI that captured the spirit of the BC Lions. -
Digital + Optional Printed Keepsakes
Participants could receive their football-style portraits instantly via text or email. Select images were also printed upon request, giving guests a memorable keepsake from the 6K Walk for Water event. -
Branded Visual Elements
AI results featured team-inspired visuals that felt authentic to the BC Lions aesthetic. While not fully branded like traditional printed activations, the final visuals still reflected the event’s athletic energy and team identity. -
Sharing Station + Data Capture
Guests were able to quickly send their images to themselves, creating opportunities for social sharing and supporting the event’s digital visibility.
Off The Reel
Results & Impact
The AI football transformation booth drew consistent excitement throughout the event, especially among BC Lions players, World Vision staff, and families attending the walk.
Guests loved seeing themselves reimagined as pro athletes' reactions ranged from surprise to laughter, and many returned for multiple versions.
This activation proved that AI could elevate community events by introducing tech-driven novelty while reinforcing the values of connection, teamwork, and fun.
World Vision and BC Lions achieved strong outcomes:
Community Engagement:
Participants interacted deeply with the activation, sharing smiles, stories, and photos.
Memorable Experience:
Guests received unique keepsakes tied directly to the event’s themes of teamwork and community spirit.
Positive Feedback:
Staff, players, and attendees consistently described the experience as “something they hadn’t seen before.”
As one moment captured best:
"Have you ever wondered what you’d look like as a professional football player?"
That’s the playful question I asked Jevon Cottoy, a wide receiver for the BC Lions, as we both laughed during an activation with World Vision Canada and the Lions team after the 6K Walk for Water fundraiser.
info@offthereel.ca
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