Individual-based studies where animals are monitored through space and time enable explorations of ecology, demography, evolutionary biology, movements, and behavior. Here, we review 70 years of research on an endangered African herbivore, the giraffe, based on individual spot pattern recognition, and profile an example of a long-term photographic mark–recapture study of Masai giraffes in Tanzania. We illustrate how individual-based data can be used to examine the fitness consequence (variation in survival and reproduction) of extrinsic environmental factors or intrinsic traits