Unit 10 – Engaging with an audience in creative media production
Media Piece 1 – The Playbook
Content
The playbook is an audio documentary series that I have created focusing on spories within the sporting industry that have not neccacarily been spoken about within general media. For example, The revival of british basketball, looked at the groeth of british basketball through the persepctive of the London Lions basketball team, in comparison to The price to watch football, focused on the increasing financial cost of watching football.
The series is primairly platformed on spotify due to its ease, and also audio docuentaries can easily be accessed on deman, meaning listeners can consume the content while travelling, studying or doing other activites.
Demographics
The primairy demographic for The Playbook would be arounf 16-30 year old sports fans with no gender bias involved. They might be particularly interested in specific sports like football, basketball or sports culuture as a whole.
The content suits this audience because the documentaries discuss subjects that go beyond match results and explore questions that younger fans may already want the answer too.
Ideal Audience Member
Name: Jordan
Age: 20
Gender: Male
Location: London, Greater London.
Likes: Football, basketball, sports culture, premier league, NBA, fantasy football, sports documentaries, youtube, podcasts, FIFA/EA Sports FC and music.
Conusmer Habits: Shops at places like JD, Nike, Adidas and purchases entertainment services such as Netflix, spotify premium and a gym membership.
Media Consumption: Spotify, YouTube, TikTok, Instagram and sports websites/apps \
NRS Social Grade: E
Jordan is a university student without a full-time professional income, meaning they would currently fall within the lower NRS classification. However, they still regularly consume digital entertainment and sports media.
Media Peice 2 – Echoes of Then
Content
Echoes of Then is a three-part audio documentary series exploring nostalgia and the influence that memories of the past have on modern media and culture.
The episodes are:
- Why Do We Miss the Past?
- Repackaging the Past
- Out of Time
Each episode approaches nostalgia differently. The first is more warm and reflective, the second becomes darker and looks at how nostalgia can be commercially repackaged, while the final episode reflects on whether constantly looking backwards can prevent culture from moving forward.
The series is platformed on Spotify because it was designed as an immersive audio experience. Sound design, narration, music and effects are important parts of how the story communicates emotion.
Demographics
My primary demographic is 16–24-year-olds, with a secondary audience of approximately 25/26–36-year-olds.
This audience was chosen because younger audiences are heavily involved in digital culture and are regularly exposed to nostalgia through music, fashion, gaming, film, social media and online trends.
For example, the series uses references and sounds associated with older technology, including cassette and VHS-style effects. This allows younger listeners to recognise the aesthetic of nostalgia even if they did not personally experience all of the original periods being referenced.
Ideal Audience Member
Name: Maya
Age: 19
Gender: Female
Location: London, Northern England
Likes: Music, fashion, vintage clothing, TikTok trends, films, photography, old tech, pop culture.
Consumer Habits: Shops at ASOS, Vinted, Urban Outfitters and depop and regularly spends money on music, vintage clothing.
Media Consumption: Tiktok, Spotify, Sound Cloud, Netflix
NRS Social Grade: E
Maya is a student and therefore would fit into the E category rather than being classified through a professional occupation.
The persona works especially well because she doesn’t need to be a hardcore podcast fan. She’s somebody already surrounded by nostalgia culture, which makes the documentary relevant to her.
Media Piece 3 – Heinz Beanz Pitch
Content
For the Heinz project, I worked on an advertising concept designed to promote Heinz Flavoured Beanz.
The campaign concept used recognisable elements of film and popular culture, adapting familiar cinematic imagery and scenarios around Heinz Beanz. The idea was to make the advertising entertaining enough that the audience engages with the campaign rather than feeling that they are simply watching a traditional food advertisement.
Short-form social content could attract attention online, while posters and billboards allow the campaign’s movie-inspired visuals to be immediately recognisable.
Demographics
The main demographic would be approximately 18–34-year-olds, including students, young professionals and young adults who regularly use social media and consume entertainment and film content.
The advertising suits this demographic because humour and popular-culture references make a familiar product feel more entertaining and contemporary.
Rather than advertising beans purely around taste or convenience, the campaign connects Heinz with recognisable entertainment.
Platforms such as Instagram and TikTok are useful for this audience because visually recognisable and humorous content can be quickly consumed and shared.
Ideal Audience Member
Name: Alex
Age: 24
Gender: Male
Location: Manchester
Likes:
Films, comedy, football, gaming, streaming, social media, eating out and music.
Consumer habits:
Shops at Tesco, Aldi and Amazon and buys clothing from brands such as Nike and ASOS. Uses services including Netflix, Spotify and Amazon Prime.
Media consumption:
TikTok, Instagram, YouTube, Netflix and Spotify.
NRS Social Grade: C1
Alex works full-time in a junior office/creative role, placing him within a lower-middle-class occupational group. He has disposable income but still regularly purchases inexpensive everyday products such as Heinz Beanz.
Imad Daili - Sports Media 