Behind Air Canada’s Emotional 2026 Winter Games Film

As the Official Airline of the Canadian Olympic and Paralympic Teams, Air Canada has earned itself a reputation not just for the seriousness with which it takes these responsibilities, but the advertising campaigns it launches to promote national spirit ahead of each event. So, leading up to the 2026 Winter Games, there were high expectations for the brand – both from those inside of adland, and, crucially, the consumers outside of it. What direction would the creative take? What type of tone would perfectly encapsulate the moment? And how would Air Canada seek to emotionally connect with Canadians once again?

The answer, it turned out, was through the true story of Canada’s Para ice hockey team captain, Tyler McGregor. Created by TBWA\Canada (formerly FCB Canada), the hero film, ‘Tyler’s Walk’, captured the athlete’s journey to the professional stage, and the sheer determination and will required to make it to the very top. From the life-changing event of amputation, to his refusal to be defeated by bone cancer, to refining his technique whilst playing on a sledge, each pivotal moment of the journey was beautifully captured by Spy Films director Kevin Foley, and shaped into a spot capable of tugging heartstrings. A firm reminder of just what it takes to represent Canada at the highest level, it all came together to capitalise on the recent surge of national pride, rallying people from coast to coast in support of athletes like Tyler who give their everything to represent the maple leaf.

To learn more about the importance of sharing an authentic story ahead of the Games, LBB’s Jordan Won Neufeldt sat down with Kevin, the team from TBWA\Canada, including executive creative director Jeremiah McNama, associate creative directors Cody Sabatine and Joseph Vernuccio, and senior vice president, strategy, Shelagh Hartford, as well as Air Canada’s director, brand strategy and content marketing, John Xydous.

LBB> What was the brief for this year’s Winter Games campaign, and what sort of message were you hoping to share with Canadians?

John> Our brief to TBWA was centred on putting a spotlight on the athletes, telling their story, and giving them the glory, while delivering on our shared Canadian values, with the goal of inspiring all Canadians.

For Paris 2024, we created a symbolic story meant to represent the collective spirit of all Canadian athletes. The brief for this campaign was to build on that foundation and go deeper into an emotional space by sharing a true, personal journey. This is the next chapter in what it means for us to ‘Fly the Flag’. It's not just about transporting our team, but embodying the very best of Canadian values and holding up the real, human stories that unite and inspire us all.

Shelagh> As we began this process, Canadian pride was at an all-time high. As Canada’s national flag carrier, Air Canada had a right – and the responsibility – to represent and stand up for Canadian values. So, our strategy was rooted in showing up proudly as Canadians, to remind everyone that Canadian resilience knows no bounds. That we don’t back down from a challenge, but embrace it.

LBB> With that in mind, what made the story of Tyler McGregor the right creative direction for Air Canada? And how did you learn about him in the first place?

Cody> From the get-go, it was important we found an authentic, real story. We didn’t want to create a film that wasn’t 100% true to the athlete's journey to get to the 2026 Games.

After that, we started to dig in and research every Canadian Paralympian and Olympian. And when we read Tyler’s story, it just struck a chord. It jumps off the page, and we quickly discovered how his pride, resilience and determination spoke to where we are as a country right now. We instantly knew that this was the story we needed to tell.

John> Tyler’s journey is one of profound grit and unwavering pride. It reflects the perseverance we celebrate in all our national athletes, but his unique experiences and incredible determination bring a depth and perspective that is often underrepresented. By giving him the glory he has earned, we aren’t just telling a sports story; we are sharing a universal story of resilience that can inspire all Canadians.

We also wanted to move beyond a general message, and share something deeply personal and powerful ahead of the Games. Tyler’s story is the perfect embodiment of that spirit. His journey is a raw and honest look at what it takes to push through pain and doubt, and to redefine what's possible on your own terms. That’s a source of inspiration which felt essential to share as we rally behind all our athletes.

LBB> What was the writing process like? How did you capture Tyler’s story in both honest and emotional fashion?

​Joseph> We wanted to avoid telling Tyler’s story in a linear fashion (that felt a little too on the nose) So, we used the hospital hallway during one’s first post-surgery walk as our device. If you’ve ever had surgery, you know how hard that walk can be!

The hallway opened us up creatively. It gave us the freedom to go into the past, present and future moments of Tyler’s life. We could now use mirrors, rooms, corners, nursing stations – basically anything in a hospital to get us from corridors to the ice in Milan.

LBB> Meanwhile, Kevin, you and the team at Spy Films handled production. Why was this something you were keen to be involved in?

Kevin> I actually first met Tyler 10 years ago. He had just made Team Canada, he was young, up-and-coming, and it was there I learned his story first-hand. Tyler is the salt of the earth. As a Canadian, he really represents the best of us, and when you're around him, you feel this positivity. It just kind of radiates from him.

So, when TBWA brought me in early in the process and we were looking through a couple concepts, collectively, we all just gravitated toward ‘Tyler’s Walk’. This idea isn’t inspired by a true story… it is one. And so it's kismet to come back with such an incredible platform that Air Canada provided to tell Tyler's story and to do it justice.

LBB> What was casting like? How did you find the right person to tell Tyler’s childhood story authentically, but also recreate elements of his life in great detail?

Kevin> I can go on for days about Koa McGillis, our ‘young Tyler’. You won't believe it, but the opening shot was actually the first time Koa has ever been on film. When we saw his self-submit, we just knew it was him. There's a vulnerability and depth to his performance that’s so layered and mature – I'm just so proud of him.

Even on day one, scene one (we started in the hospital room where Tyler wakes up the day after his amputation), the way Koa looked toward the TV and had his eyes drop was one of the best things I’ve ever seen. He's got a young River Phoenix vibe to him and, and he's such a lovely kid. He smashed it.

And as far as the sincerity of the storytelling, lucky for us, Tyler’s Mom saved everything! Tyler’s history is our story. The fact that we had it so well-documented was a massive step towards an engaging and truthful epic.

LBB> Overall, how was the shoot? Where did you film, how long did it take, and do you have any anecdotes from on set?

Kevin> We shot three days. One-and-a-half days in a hospital, half a day at a house for the garage scene, and one day at a hockey rink in Oshawa, Ontario. And we added a ‘day zero’, which was really a day four! Massive thanks to my DoP, Paul Meyers, Spy Films, and to Air Canada for supporting the vision behind this ‘day zero’.

That in particular was a super scrappy day, where we shot Tyler and Koa going back and forth in the gym and another local rink in Toronto. Everything you see in the later part of the film – the moment where boy becomes man, the flashes through rehab, or the closing flutter cut – came from this. Considering this is a story of resilience and reinvention, we desperately needed these moments of grit. We had about 10 people on set, and it just goes to show how simple filmmaking can be.

LBB> Some of the sequences, such as the arena shot at the end, or the leaves blowing from outside into the hospital, look amazing! How did you bring these to life, and were any especially tricky to get right?

Kevin> Technically speaking, the transition from the hallway to the garage was by far the most complicated sequence in the film. Mixing practical elements, with plates and CGI was a bit more than we bargained for, but full hat tip to Dominik Bochenski and the team at Tantrum Studio. We weren’t sure if we could pull it off, but looking at the finished version elevates the story so much.

Another big one was the final sequence, where Koa crutches out and meets Tyler face to face in Milan. That was the most emotional scene I’ve ever witnessed. It was the last thing we filmed on day three, and seeing that we shot mostly in story order, we all understood the significance of that moment. Everyone was choked up. Tissues and tears were flying around all over the place.

LBB> What was it like working with Tyler? Tell us about the collaboration!

Jeremiah> You couldn’t meet a more likeable, grounded human being. He was a joy to work with from our very first call, and we collaborated closely to make sure all the details were correct. Right down to the giant X-ray that young Tyler walks past.

Kevin> Tyler is one of one. He’s a role model, and a representation of who we all aspire to be as Canadians. I shared my treatment with him on a call, and I remember his smile was ear to ear. On set, when he wasn't on camera doing something crazy impressive (like the rope climb), he was sitting right next to me. Koa would often ask Tyler how he felt in a certain moment – whether it was the morning after amputation, or the physical frustration of re-learning to walk – and Tyler was an open book. He shared everything with us.

Even after we wrapped and Tyler was back in training camp with Team Canada, I called him and asked him to scream into his phone a bunch of times so we could match the sound of him pushing the sled. Not only did he do it… he gave us six versions.

Getting to work with Tyler so closely, and having him trust us with his story, is no doubt a career highlight of mine.

LBB> Since launch, how have people reacted to this campaign?

John> The response has been incredible. And while the public reception has been fantastic, the feedback that has meant the most is from those closest to the story. The pride from our own Air Canada employees has been overwhelming; they feel a real connection to our sponsorship and to Tyler's journey. Beyond that, we’ve heard directly from athletes, our partners at the Canadian Olympic and Paralympic Committees, and even Tyler himself. They've shared how authentically they feel Tyler's story was told, and how much his message of resilience resonates within the athletic community.

To see the campaign connect so powerfully with our employees, our athletic partners, and the Canadian public has been truly rewarding. It affirms that by sharing Tyler’s story, we are all proudly and authentically reflecting Canadian values.

LBB> Finally, is there an element of the work that you’re especially proud of?

Cody> It’s probably the collaboration between the art department and our post partners. Everyone worked together to seamlessly build this world around Tyler’s memories. It wasn’t an easy thing trying to honour and recreate moments from someone’s actual life. But the craft and care made it feel honest and real.

Kevin> Now that the film is live, I cannot wait for the world to see this and be inspired by Tyler. To have a life story that speaks to more than just athletic greatness is the reason why we watch the Olympics. I’m also personally stoked to watch Tyler and his teammates ‘Fly the Flag’ and bring home gold in Milan Cortina!