Pornhub Takeover was an advertising campaign developed during Steph Hoff’s tenure as Creative Director at Moose Knuckles. The project emerged from a willingness to question conventional media boundaries and explore how brand recognition could be built through unconventional—but strategic—platform alignment.

With the objective of reaching a dense and diverse audience at a low cost per impression, the campaign leveraged Pornhub’s scale and visibility as one of the highest-traffic sites on the web. Rather than relying on traditional fashion advertising tropes or celebrity endorsement, the work treated platform choice itself as a creative and strategic lever—using context, timing, and placement to generate disproportionate impact.

To address concerns around talent participation and platform association, the campaign was executed as an animated commercial. The creative approach was intentionally fast-paced, sex-positive, and feminist in tone, featuring female characters diverse in attitude, race, and representation. Each character wielded a symbolic, exaggerated prop that played knowingly with both Pornhub’s visual language and Moose Knuckles’ historically provocative brand identity.

Responsibilities

• Creative direction and concept development

• Media planning and platform selection strategy

• Narrative framing and animation-based execution

• Alignment of creative approach with brand positioning and risk tolerance

• Coordination across internal stakeholders and external production partners

• Oversight of campaign rollout and placement strategy

Outcome

The Pornhub Takeover demonstrated how nontraditional media platforms could be used deliberately and intelligently within a broader brand strategy. By reframing platform alignment as a strategic choice rather than a limitation, the campaign expanded Moose Knuckles’ cultural visibility while reinforcing its reputation for irreverence, confidence, and willingness to challenge category norms.

The project became an internal benchmark for low-cost, high-impact media experimentation and informed subsequent approaches to unconventional placement and cultural engagement.