This year at OFFF Festival Barcelona, the Automattic Design team set out with a simple idea: to turn our booth into a space not just for display, but for expression. Under the banner “Creators in Focus,” we invited attendees to sit for a professional headshot. It was a moment to reflect, refresh, and reclaim their creative identity.
And it resonated.
Over three packed days, we captured over 350 portraits. That’s a new photo every 4 minutes. Our booth became a magnet for conversations, connections, and smiles. What began as an amusing photo shoot evolved into something bigger: a celebration of the creatives who make the world more beautiful, expressive, and human.
Each photo was more than just an image: it was a reflection of the person behind it. Students, designers, art directors, freelancers, and agency creatives all stepped in front of the lens and left with something personal to carry forward.
We were lucky to collaborate with Alexandra Capeda (@faketopia), whose sharp eye and distinct visual style gave every portrait a unique character. Her presence helped transform the booth into a working studio, informal, warm, and buzzing with energy.
But most importantly, the booth gave us space to connect. We didn’t talk to people. We sat with them. We shared what we’re building at Automattic—open tools like WordPress, Tumblr, and Pressable—and how they can empower creators to own their digital presence.
We were also proud to see Cris Busquets, our lead designer at WordPress.com, take the OFFF main stage to deliver a talk that resonated deeply with the creative community. Cris explored the mindset of “Designing Out Loud,” a practice rooted in honesty, collaboration, and openness.
Our OFFF presence also included a hands-on workshop led by Jamie Marsland, focused on helping attendees build beautiful, modern websites in under an hour using WordPress. The session was fast-paced, energetic, and full of practical tips, from structuring content to choosing the right design patterns. For many participants, it was their first time seeing just how quickly WordPress can adapt to creative needs. By the end of the session, attendees walked away not only with new skills but with a working site and a new appreciation for the creative power of open tools.
For the second year in a row, we left OFFF with full hearts, full SD cards, and a strong sense that this is what our presence at events should be: celebrating creators by supporting them in real ways.
To everyone who stepped in front of our camera: thank you. You made this experience unforgettable.
Automattic Design 
Comments
I love the idea of the photo booth—it’s such a thoughtful, human way to celebrate creators and make space for real connection. Turning a booth into a moment of reflection and self-expression is powerful, and I’d absolutely love to see something like this at WordCamp Portland this year. It’s the kind of presence that doesn’t just showcase tools, but reminds people why those tools matter. Beautiful work.
This looks like such a success. Congrats to all involved!