Written by Tom Deehan on Jan 23, 2017. Posted in On Location

MADAM tackles a wide variety of London locations for new football series

Known for their commercial output, production service company MADAM have filmed a number of famous football stadiums in their first long form series for Whistle Sports. Entitled It’s Called Football, the new series was filmed at Stamford Bridge, Sloane Square, King’s Road and the Olympic Park.

It’s Called Football features YouTube celebrities Billy Wingrove and Jeremy Lynch as they delve into the history of football and London’s local clubs, meeting a few professional footballers along the way.

MADAM producer, Michelle Stapleton explains: ‘the exciting element of this project was combining long-form film making with the expertise of working across high-end ads. This needed to be produced in a super organised high-end commercial manner but with the flexibility of working in a programme/documentary manner not governed by commercial rules.

MADAM’s previous work has included spots for Pepsi and Panama Werbeagentur, having shot in Westminster and London’s Sky Garden respectively.

She continues: “we had compact 4K cameras, second and third units, half the usual size commercial crew but still our preferred A-List crew members. All of which allowed us to cover off 4/5 locations a day and produce four 30 minute films across nine days. It was a fast paced, highly organized project with numerous decision changes on a daily/hourly basis.”

The UK’s production industry is bolstered by a 25% tax rebate available on expenditures relating to feature film and television productions. While ineligible for the tax incentive, commercials productions can benefit from the UK’s world class infrastructure.

With the impending separation of the UK from the European Union, a tax incentive dedicated to commercial production could be implemented. EU law currently prohibits subsidies on advertising.

It's Called Football premiered Boxing Day, with subsequent episodes airing on NBC Sports.