One of the things I love most about conservation is that you never know who will join the journey. Over the years, I've worked with scientists, educators, farmers, students, artists, and community leaders. But recently, one of our most unexpected conservation partners emerged from a place I never would have predicted: the world of artificial intelligence, digital art, and fan-inspired creature design.
A few months ago, a video featuring Rosamira Guillen and a creative interpretation of a cotton-top tamarin began circulating on social media. The creator behind it was Leo Velasquez, a Colombian living in Barcelona who works as an artificial intelligence consultant. His background isn't in biology, wildlife conservation, or environmental education. In fact, as he told us, his motivation was simply finding a meaningful way to use the creative tools available to him. What started as a fun project creating Colombian-inspired fantasy creatures soon evolved into something much more powerful. Leo and his friends began highlighting animals native to Colombia while collaborating with scientists and conservationists to tell the real stories behind these species. When he discovered the critically endangered cotton-top tamarin and learned about Proyecto Tití's work, he knew he had found a story worth sharing.
The result was extraordinary.
Leo’s efforts have reached thousands of people, introduced many new audiences to the cotton-top tamarin, and brought a wave of new followers to both Leo’s platform and Proyecto Tití. More importantly, they sparked conversations among children and families about Colombian wildlife and protecting it. As scientists, we often focus on sharing information through research papers, presentations, and educational programs. Those tools are essential, but sometimes we need partners who can communicate in entirely different ways. Leo reminded me that conservation doesn't only happen in forests, laboratories, or classrooms. Sometimes it happens through storytelling. Sometimes it happens through art. Sometimes it happens through a creative social media post that inspires a child to ask, “What is a cotton-top tamarin?” One of my favorite parts of our conversation was hearing Leo talk about messages he receives from parents. They tell him that their children become curious about Colombian wildlife after watching his videos.
They want to learn more. They want to see the animals. They want to understand their habitats. That curiosity is where conservation begins.
You don't have to be a biologist to make a difference. You don't need years of scientific training to help protect endangered species. What matters is finding your own way to contribute. For Leo, that contribution comes through creativity and digital storytelling. For others, it may be photography, writing, teaching, filmmaking, music, or simply sharing a conservation message with friends and family. The lesson is that conservation grows stronger when more voices join the conversation.
Our discussion also reinforced something I've believed for many years: collaboration is one of the most powerful tools we have. When conservation organizations work alongside artists, educators, influencers, community leaders, and creative thinkers, we can reach people who might never encounter our work otherwise.
The cotton-top tamarin needs scientists conducting research and protecting habitat. But it also needs storytellers who can help people fall in love with the species. As Leo said, the digital world can introduce people to these animals, but the real world is even more beautiful. Our hope is that these creative projects inspire people to learn more, visit protected forests, support conservation efforts, and become advocates for Colombia's incredible biodiversity.
I was especially touched by Leo's perspective as a Colombian living abroad. He shared that being away from home has deepened his appreciation for Colombia's natural heritage and inspired him to find creative ways to celebrate the country's unique wildlife. Through his art and storytelling, he is helping people reconnect with species they may never have known existed and encouraging a new generation to take pride in Colombia's extraordinary biodiversity. Our conversation also highlighted the importance of meeting people where they are. Today's audiences consume information differently than they did even a few years ago. Social media, digital art, short videos, and creative storytelling have become powerful tools for education and conservation. While the science behind protecting cotton-top tamarins remains the foundation of our work, innovative communicators like Leo help bring those stories to audiences we might not otherwise reach.
The future of conservation will require all of us: scientists and artists, researchers and communicators, conservationists and creators. Together, we can help ensure that the next generation not only knows about cotton-top tamarins but is inspired to protect them. And sometimes, that journey begins with a little creativity and a very unexpected partnership.