For F**k’s Sake Productions was LADbible’s response to a generation increasingly learning about sex and relationships from porn. We created a fictional adult studio that deliberately mimicked the tone, visual language and humour of adult content, using the format as a Trojan horse for honest conversations about sex, consent and relationships. Fronted by Jordan Stephens as FFS!’s Creative Director and lead ambassador, the campaign brought together adult creators, Gen Z creators, experts, sex educators and young people, with each bringing a different perspective and authority to the issue. From adult creators challenging the idea that porn should be used as sex education on their own channels, to GK Barry and Josh Pieters’ documentaries exploring the issue through voices from the adult industry, young people and the manosphere. FFS! turned a complex and highly taboo subject into engaging entertainment that audiences actively chose to watch, discuss and share.