Madeleine Penfold is a visionary photographer/director with a passion for capturing the immense potential of sports to achieve social change.
Mads tells powerful stories authentically, creating portraits and films that engage audiences and feel alive. She is now one of the most recognised photographers operating in the world of sports and storytelling. With over 15 years behind the lens and despite rapid changes across the industry, Mads believes this is still true, especially in the world of sports. Her mission is to create work that encourages people to put their energy into pursuing passions, not repressing them. Ultimately, image shapes perception, and sport shapes culture. This is why sport has the immense potential to achieve social change.
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. She has photographed global campaigns for the Women's World Cup, Pepsi, New Balance, and more, working directly with talents such as Mary Earps, Simone Biles, and Marcus Rashford.
