Sofia Madden

Hi! I’m Sofia, a creative producer and business executive.

Over the last 15 years, I’ve lead projects at the intersection of entertainment, technology, and social change.

My work spans documentary filmmaking, tech development, campaigning and working in AI. I’m the co-founder of Watershed Change, a social impact creative and strategy agency that supports advocates, community leaders and philanthropists to shift policy, culture and public narratives — with a strong focus on climate justice.

Currently based between Australia and the US, I lead cross-disciplinary projects that bring together communications, campaigning and storytelling to drive measurable impact. I also direct Impact Culture, a US-based initiative that collaborates with creatives, strategists and technologists to influence popular culture and build the narrative power needed for a more compassionate and connected society.

In addition to consulting and campaign work, I design and deliver AI training programs for mission-driven organisations and creative teams. These sessions offer practical, values-aligned ways to integrate AI into existing communications and campaigning workflows — helping teams work more efficiently and creatively.

I bring a strategic, collaborative and future-focused approach to every project — and I’m always interested in partnering with teams who are working to shift systems, tell powerful stories, and create meaningful change.