UK-based, creating globally, Madeleine Penfold is a visionary photographer/director with a passion for capturing the immense potential of sports to achieve social change. 

Through an effusive spirit and a desire to tell powerful stories authentically, Mads wins over even the shyest individuals to create portraits and films that engage audiences and feel alive.

In the last 2 years, Mads has been selected as the photographer on global campaigns for the Women's World Cup, Pepsi, and New Balance and worked directly with talents such as Ronaldo, Pogba, Mary Earps, Aitch and McLaren racing drivers.

Beyond the art and commerce of sports photography, Mads' projects unfold important narratives that inspire progressive change through a positive lens for local and global communities.

Her energetic and impactful work elevates stories of growth and culture that draw the viewer into a world of emotions, memories and reflection.

From documenting the rise of women’s football to interviewing leading athletes on sensitive subjects - her most recognisable work has been devoted to giving women’s sports the platform it deserves.

Creating from the heart and caring deeply for every project she touches, her collaborative nature means that she intentionally endeavours to be one of the people in our industry that strive for an equally representative and inclusive visual landscape across mainstream media.

Clients include:

BBC, Condé Nast, Nike, National Geographic, Adidas, Headspace, Google, YouTube, Berghaus, Puma, New Balance, Channel 4, Starling Bank, Chivas, Manchester United.