For decades, Colombia’s extraordinary biodiversity remained largely inaccessible. Prolonged internal conflict and the presence of cartels and armed groups limited access to vast natural areas, keeping local and international tourism away. Following the 2016 country’s peace agreement, those landscapes have gradually reopened.
What was once off-limits is now drawing increasing numbers of visitors, positioning Colombia as one of the world’s leading ecotourism destinations.
Yet, this resurgence has brought new challenges. As tourism has grown, so has its impact on delicate ecosystems. Increased human presence, noise, artificial lighting and habitat disruption have begun to affect bird populations, contributing to nest abandonment, altered flight patterns and reduced breeding success in certain areas.
In response, researchers from the Behavioural Ecology & Conservation Group, in collaboration with Universidad del Rosario in Colombia, have developed ‘WingSentry’, an AI-powered system designed to monitor and protect bird populations without disturbing their natural habitats.
“We gave AI a positive purpose: helping tourism coexist with the very nature people travel to see,” said Juan Diego Pineda, Biologist and Lead Researcher in the project.
“With nearly 20 per cent of the world’s bird species, Colombia ranks first in global bird diversity. Birdwatching alone generates more than 7,000 jobs and more than $9m annually. Protecting these species is essential,” Pineda added.
Horizon FCB was brought on board through Chief Creative Officer Alex Pineda, after being approached by mJuan Diego Pineda, biologist, and lead researcher at the Behavioural Ecology & Conservation Group, one of Colombia’s leading institutions in animal conservation, in collaboration with Universidad del Rosario (Rosario University) in Bogotá. The partnership kicked off in October 2025.
Horizon FCB’s scope covered the communications front of the project end-to-end, including:
- Creative support, ideation and conceptualisation,
- Naming, including developing the technology’s name,
- Branding, including brand identity design, visual system and brand guidelines
- Video production, including concept, scripting, filming, and narrative for the launch
- Digital communications, including the landing page, social content, retouching and image assets, as well as,
- PR and press launch for the new system introduction in Colombia.
All branding, advertising and marketing strategy were developed by our team in Dubai, from the ground up.
WingSentry combines thermal imaging technology with bioacoustic sensors to observe wildlife with zero habitat disturbance. The value of the system lies not only in the data it collects, but in how that data is applied.
WingSentry translates complex ecological information into practical guidance for tourism operators, helping them design bio-corridors that avoid sensitive nesting areas and reduce human impact.
“Tourism has the potential to be a powerful force for conservation, only if it is managed responsibly,” says Mazen Jawad, CEO of Horizon FCB MENA. “WingSentry helps ensure that growth does not come at the expense of the natural environment.”
Jawad added, “We were fortunate to have Colombians in our creative team, which made it possible to bridge the gap when the client reached out to us for collaboration. As an animal lover myself, it was truly inspiring to work on this project, demonstrating that AI, innovation, and technology can be used thoughtfully to reduce our impact on nature.”
The project has already received international recognition. It was first presented internationally at the Animal Behaviour International Congress in Vienna, and has since secured support from the Animal Behaviour Society and the Max Planck Institute, one of the most important scientific entities worldwide.
CREDITS:
Researchers: Behavioural Ecology & Conservation Group, in collaboration with Universidad del Rosario
Juan Diego Pineda, Biologist and Lead Researcher
Adriana Chaparro, Professor
