Off the Clock: The Creative Behind a Bird-Watching Club for People of Color

Futurimpose's Ollie Olanipekun helps others find solace in nature with Flock Together

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With its trendy bakeries, paint-spattered warehouses and hip hotel lobbies, Hackney, London, might seem an unlikely hangout for bird enthusiasts. That’s why longtime bird-watcher Ollie Olanipekun, founder and creative director at agency Futurimpose, couldn’t quite believe it when sports coach Nadeem Perera slid into his Instagram DMs after commenting on his bird-watching photos in 2020.

The pair soon discovered they shared the same hobby and lived just 5 minutes apart. Within a few weeks, they were staring through binoculars together on a local park bench.

“I’d wanted to set up a bird-watching club for a while because bird-watching has been hugely beneficial to me on a personal level,” said Olanipekun, who asked Perera to help him form a monthly gathering, creating one of the rare nature groups for people of color.

This all happened during the height of the Covid-19 outbreak,...



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This story first appeared in the May 2023 issue of Adweek magazine. Click here to subscribe.