Client | WordPress, Automattic Inc.
Our Role | Video Production, Photography
Production Dates | 2024.12.16
Release Date (Photos) | 2025.03.05
Release Date (Video) | TBD

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Creative Director | Tino Barreiro
Director + Photographer | Jeremy Hannigan
Cinematographers | John Donica + Thierry Gibralta
Assistant Camera | Iulia Puica
Editor + Colourist | Jeremy Hannigan
Production | Sensu Studio

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State of the Word is the annual keynote address delivered by the WordPress project’s co-founder, Matt Mullenweg, celebrating the progress of the open source project and offering a glimpse into its future. For the 2024 event held in Tokyo, Automattic reached out to Sensu Studio to document the event via photo and video. Previous SotW events were streamed for the company’s digital user base, but had little documentation otherwise. As such, Automattic’s creative director, Tino Barreiro, desired something new to make 2024’s panel stand out and to transform the events moving forward, pushing things in a more creative direction. Sensu Studio was to shoot throughout the day, capturing various behind-the-scenes footage to create a captivating trailer focusing on the lead-up to the event, all the people who made it happen and the venue and city in which it occurred. We delivered quick results despite the holiday season and thus far, the photographic portion of the event has been released to the public. Keep an eye out for the video!

See how the 2024 State of the Word event in Tokyo was designed with Automattic’s blog post here.