PIGÉON GO
A social, AI-powered bird-spotting game.
ABOUT PIGÉON GO
For most of us, the only animals we interact with are household pets. Yet cities are full of opportunities to connect with urban wildlife. Pigéon GO (working title) is an innovative augmented reality game that uses AI to help players recognise pigeons as individuals.
By spotting, naming, and digitally customising real pigeons with your phone, you can build personal connections with the birds you see every day, and in a way that doesn't harm or negatively interfere with them.
Our mission is simple: to spark curiosity and empathy for urban wildlife — and ultimately all animals — through playful, interactive experiences.
COLLECTION, CONNECTION, COMPASSION
So really...why pigeons?
(The Mission)
Pigeons are individuals. They're each pretty and funny and charismatic in their own way — you only have to stop and notice. And if you give people an excuse to pay attention, affection follows.
That's it. That's the beating heart of the game.
Pigéon GO hopes to:
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Turn attention into affection. Imagine realising you're seeing the same pigeon on the same corner every day. Suddenly, this pigeon stops being an object and she becomes Pickle the Pigeon — your friend! Your neighbour! — and your world becomes richer for it.
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Reconnect people with cities, shops, and neighbourhoods. As you build your flock, you may go outside more. You may take longer walks or explore new parts of the city. Maybe you'll recognise the regulars at your corner café, bringing you in more often. You might share your new feathered friends with your human friends — and if you've felt a tad lonely or stressed, seeing a familiar face may help you feel a little less so.
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Rebuild curiosity, care, and empathy. We all still carry our childhood interest in and love of animals. Pigéon GO aims to restoke those fires and, ultimately, encourage a connection beyond pigeons. As you learn to love Pickle the Pigeon, perhaps you'll realise you could feel the same way about any animal — including those we put on our plates.
From these positive pigeon interactions, we hope compassion will bloom — for people, for all animals, and the planet.
ABOUT THE TEAM
We are a small, passionate team with backgrounds in technology, gaming, design, marketing, and animal advocacy. Our goal is to merge playful gaming with meaningful connections to improve the lives of animals and their human neighbours.
CEO/Co-Founder
Molly Elwood
Molly Elwood brings over 15 years of experience in creative strategy, storytelling, and campaign leadership across mission-driven organisations, global brands, and viral campaigns.
Molly is a prominent animal rights and vegan influencer. In 2021, she founded Elwood’s Organic Dog Meat (ElwoodDogMeat.com), a viral satirical platform that reaches millions worldwide, sparking global conversations on animal ethics, climate impact, and plant-based eating. This initiative showcases her ability to create disruptive, culture-shaping campaigns that influence public dialogue.
That viral success taught her something crucial: helping people see one animal as an individual opens the door to seeing all animals that way. Pigéon GO takes that insight and turns it into sustained, playful connection—using AR and AI to make empathy-building part of daily life, not just a viral moment.
With a background in Advertising and extensive Brand expertise, she has shaped campaigns for organisations such as Impossible Foods, Farm Sanctuary, KEEN Footwear, Microsoft, and HP. Her work blends creativity, empathy, and education to shift perceptions and drive meaningful change.
Molly has since become a sought-after speaker at major vegan and animal rights events, while continuing to pioneer creative approaches to advocacy and storytelling. She has also built trusted personal connections within the vegan sphere of thinkers, doers, writers, influencers, sanctuaries, non-profits, and brands.
At Pigéon GO, Molly brings her proven track record in brand voice development, viral campaign strategy, community engagement, and empathy-driven storytelling — plus a deep understanding of what makes empathy campaigns stick and an extensive, trusted network of collaborators, advocates, and supporters across animal advocacy and ethical tech.
Together, these assets position her to build a product and movement that challenges convention, inspires empathy, and scales internationally.
Co-Founder/Experience Design
Rob Morgan
Rob Morgan is a pioneering, multi-award-winning designer and Creative Director across XR and location-based entertainment.
As a Creative Director, Rob has designed and directed augmented reality arts installations for some of the world's largest licenses, attractions and cultural institutions including Sky Arts, Netflix, Hasbro, the National Gallery and the Royal Academy.
Rob designed and co-wrote the acclaimed augmented reality True Crime serial Crafting Crimes (Winner, Best XR Experience, XR Awards 2025). A former Lead Game Writer at PlayStation, Rob co-wrote a groundbreaking, platinum-selling augmented reality PlayStation game with J.K. Rowling and wrote the first-ever playable demo for PlayStationVR. He's written some of VR's most critically-acclaimed games including the 2019 VR Awards Game of The Year A Fisherman’s Tale, as well as Gemba, the first-ever accredited VR Business Masterclass, now used by Nike and Coca-Cola. He’s also written VR training games for Save the Children’s frontline aid workers, and designed a mixed reality fundraising app for Ukraine’s United24.
Rob has acted as Experience Design consultant on a huge range of immersive, VR and mixed reality projects, including the Emmy-nominated D-Day: The Camera Soldier for Apple Vision Pro. As a writer, designer and digital dramaturg Rob helps create immersive theatre and hybrid live-digital experiences for creative agencies and acclaimed creators including Luna Cinema and dreamthinkspeak. He co-wrote and dramaturged National Theatre Malta's acclaimed 1881 (Best Immersive Experience Runner-up, Thrill Awards 2025).
Rob is a Visiting Fellow at King’s College London and lectures widely on XR experience design and the ethics of augmenting reality, including most recently at SXSW London. Rob's book ‘Storytelling for Spatial Computing and Mixed Reality’ (Routledge 2025) is the world’s first dedicated manual on XR storytelling, available now at augmentingimagination.com.
ADVISORY BOARD
We're grateful to be supported by advisors who bring expertise in game design, AI technology, wildlife research, and ethical innovation. They help us stay technically credible and mission-focused as we build.
AI
Daria Kern
Daria Kern is an internationally published researcher with over five years of experience in artificial intelligence.
She is pursuing her PhD at Glasgow Caledonian University, specializing in animal re-identification and is responsible for creating the very first public chicken re-identification dataset. Beyond her academic work, Daria co-founded APE Innovation GmbH, where she provides AI consulting services.
AR/XR
Peter Gardom
Peter Gardom is the founder and director of This Great Adventure, an Oxford-based XR development studio.
His work blends narrative design with emerging media to create immersive experiences for heritage, arts and culture, education, creative brands and businesses. With over a decade of experience designing interactive storytelling projects for leading museums and cultural institutions worldwide, Peter is recognised for pioneering the use of AR and XR in public engagement. He is also a Fellow of the RSA and Industry Partner at Loughborough University London since 2015.
Pigeons
Susan Joyce
Susan Joyce is the founder of The National Pigeon Advocacy Association, the founder and director of Little Green Pigeon CIC, and a unifying voice for pigeon care and protection across the UK.
Through LGP, she has raised funds to support sanctuaries for thousands of birds. With the NPAA, she is leading a national effort to educate the public about pigeon welfare, create a funded network of rehabilitators, and work toward ending the bloodsport of pigeon racing. Her initiatives include Harper’s Fund and the UK’s first veterinary- and education-led Pigeon Advocacy Conference in 2025.
Creative Tech
Paul Hayes
Paul Hayes is a programmer, electronics hacker and creative technologist with 25 years experience.
He has developed using a wide variety of cutting edge technologies, including VR, haptics, show lasers, position and pose tracking, computer vision, addressable LEDs, physics simulations and Bluetooth low energy. He currently works as a freelancer making hardware and software for games and interactive experiences.
DEVELOPMENT
PARTNERS
