Project Overview
More Than A Game is a podcast and social media campaign exploring how social media has transformed the way sport is shared, consumed and discussed. Using AFL culture as a case study, the project examines how platforms such as Instagram, TikTok and X have extended fan engagement beyond the final siren, turning sporting events into ongoing conversations.
As both an AFL supporter and a design student, I wanted to explore how sport now exists far beyond the game itself. The project combines podcast production, social media strategy and visual communication to investigate the evolving relationship between sport, media and online culture.
Podcast
More Than A Game explores how social media has changed the way fans interact with sport. Through examples such as Christian Petracca’s lifestyle content and Patrick Lipinski’s collaboration with Push Pull, the podcast examines how athletes are increasingly becoming creators, personalities and brands beyond their performance on the field.
The podcast argues that sport is no longer experienced solely through live broadcasts. Instead, social media has transformed sport into an ongoing cultural conversation that continues before the first bounce and long after the final siren.
Social Media Campaign
To promote the podcast, I created a three-post campaign designed to gradually reveal the central idea behind the project. Rather than producing three separate advertisements, I developed a connected narrative that encouraged curiosity and engagement while maintaining a consistent visual identity.
Post One: Curiosity
The first post introduced the title More Than A Game with minimal information. Using a royal blue background, monospace typography and large amounts of negative space, the design was intended to create intrigue and encourage viewers to question the meaning behind the statement. The absence of explanatory text allowed the audience to form their own interpretations while establishing the campaign’s visual identity.
Post Two: Narrative
The second post expanded the concept through a seven-slide carousel. Beginning with “Before the Bounce” and ending with “The Conversation Continues”, the sequence illustrated how modern sporting experiences extend beyond the game itself. Rather than directly mentioning social media platforms, the carousel communicated the idea through a simple timeline, allowing audiences to recognise how sport continues to exist through discussion, reactions and digital content long after the final siren.
Post Three: Resolution
The final post delivered the campaign’s central message: “The Game Ended. The Story Didn’t.” This statement acted as the conclusion to the narrative established throughout the campaign while also announcing the podcast launch. The design remained visually consistent with the previous posts, reinforcing the project’s identity and emphasising the idea that sport has become an ongoing cultural experience rather than a single event.
Reflection
This project explored how social media has changed the way sport is experienced and discussed. Through the creation of a podcast and accompanying social media campaign, I examined how sporting conversations now extend beyond the game itself, continuing through platforms such as Instagram, TikTok and X.
My goal was to create a campaign that felt modern, minimal and visually distinctive. Rather than relying on common sporting imagery or statistics, I focused on typography, colour and sequencing to communicate the idea that sport exists before, during and after the game. The royal blue and white colour palette helped create a consistent visual identity across all three social media posts while the use of monospace typography reinforced a contemporary digital aesthetic.
The podcast allowed me to explore real-world examples, including athlete content creators and social media collaborations, demonstrating how athletes increasingly build personal brands beyond their sporting performances. Through researching academic sources and analysing recent social media examples, I developed a stronger understanding of how digital platforms have transformed sports communication and fan engagement.
Overall, this project strengthened my skills in social media strategy, visual communication and content creation. It also highlighted the importance of developing a cohesive campaign across multiple platforms while tailoring content to different audience touchpoints.
References
Geurin-Eagleman, A. N., & Burch, L. M. (2016). Communicating via photographs: A gendered analysis of Olympic athletes’ visual self-presentation on Instagram. Sport Management Review, 19(2), 133–145.
Pegoraro, A., & Jinnah, N. (2012). Twitter: Disruptive innovation in sports communication. International Journal of Sport Communication, 5(2), 132–146.
Media Credits
Podcast written, recorded and produced by Gabe Jotkowitz.
Social media campaign designed by Gabe Jotkowitz.
Music:
“Podcast Intro” by UNIVERSFIELD.
Source: Pixabay Music.
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