Loading

Group Creative Director



Spoor®
The Birdwatcher



Every year,
an estimated 1.2 million birds die
at U.S. wind farms alone.

Globally, the number is far higher,
and it's been quietly turning
the world against the very technology
built to save it.


For decades, the question kept stalling progress: what about the birds? 
No one could really answer it. The industry was still counting them the old way, 
with people, binoculars, and a lot of guesswork.

Spoor's AI cameras finally gave the sky a witness, 
tracking and identifying birds with 95% accuracy from up to 1.5km away. 
But the findings sat in reports almost no one would ever read.

So we let the birds tell their own story. 
The Birdwatcher turned data into something you could feel. 
A microsite that lets you soar through the eyes of the world's largest gull. 
An Instagram feed quietly cataloging real bird activity, day by day. 

Because coexistence was never the hard part. Seeing it was.





Agency: 

FP7 McCann

Role: 

Group Creative Director