Behind the Brand: ASG Free Use

ASG Free Use was one of the first new brands we rolled out when launching the ASGmax network in 2023. We wanted to create a gay porn version of some really creative content we’d seen people enjoy on the straight side of the industry. But where to begin? What makes it “Free Use”? Which elements translate to gay content, and what aspects don’t?

I’m Jeremy Babcock, Chief Creative Officer of ASGmax. My job was to create the initial concepts, and then I handed them off to our talented production crews to bring to life. I’ll dig into our goals for the brand, and then pass it over to Directors Big Mike and Jared Camelon to discuss the joys and challenges of bringing this unique content to life!

Where To Begin?

I had to watch a LOT of straight porn to wrap my head around Free Use content. At first, I thought it was just kinda… weird. But over time, I began to see the appeal, and eventually, I found it pretty entertaining. I noticed three consistent key points:

First, there’s a character who gets to have his way with one or two others whenever he wants. Second, there’s an almost complete lack of acknowledgment of the behavior—sometimes, the other characters aren’t even acknowledged at all. Casual chat happens during the action, with mundane, everyday conversation, making the sex seem as routine as making the bed or ordering pizza. Lastly, there’s almost always a third character present, acting as a bystander who helps make the sex seem casual by being non-reactive to the moment. Sometimes that character gets involved, sometimes not.

Do It. But Make It Gay?

As is often the case in porn, straight concepts don’t always translate well to gay audiences—honestly, that’s an article of its own! (Let me know if you want to dig into that.) But this Free Use concept is truly unique, and a lot of fun. I really wanted to find the sweet spot for gay content. Obviously, it’s still a work in progress, but experimenting with new ideas and seeing what resonates with people has been exciting.

I knew I wanted to keep the casual nature of the action, and I realized the non-sexual dialogue was crucial to keeping it mundane. We’ve done a lot of experimenting with how much or how little to chat—definitely still a work in progress. The biggest hurdle was the free ‘using’ itself! By nature, it’s obviously not clearly consensual, so we’ve put a lot of effort into creative ways of giving consent while also being down to fuck at any time. Some of our approaches have been heavy-handed (like Employee Orientation or Free Use Gym), while others have been smoother (Meet My New Boyfriend or Book Club). Some scenes have a little setup (Worst Roommate, Game Day).

We’re still learning from feedback and applying it to future releases. The biggest lesson so far is to trim the chatter and lean into the sex once it starts. We’ve heard that loud and clear, and recent productions have really focused on that.

Free Use Production!

Once we had our concepts and the brand started coming together, it was time to shoot. This is where I handed the reins to our skilled directors, Big Mike and Jared Camelon. They’ve shot most of these scenes so far and have a unique POV on what works and what doesn’t. We asked them a few questions…

How does directing a Free Use scene differ from our other content?

Jared Camelon: “It’s a completely different beast. You’re not relying on a script or other parts of the film to carry you. It takes practice, especially when it comes to communicating your vision to the models. It can be difficult, but when you nail it, it’s super rewarding.”

Big Mike: “Setting up for a Free Use scene is very different from a scripted scene. We spend a lot more time beforehand going over whether the talent has had a similar fantasy or what role they want to play. I always start the day by figuring out a solid backstory for each guy. It’s a challenge for models to find things to say without lines, but giving them points to fall back on during the sex helps. For example, in ‘Computer Repair’ with Sean Xavier, Matty West, and Trevor Harris, the guys came up with the idea that their characters were roommates and coworkers, giving them more to work with.”

What are the biggest challenges for directors or models in a Free Use scene?

Jared Camelon: “The hardest part is that Free Use is almost the opposite of what we typically do in porn. You have to unlearn the instinct to react—no moaning, no rolling your eyes back, no ‘fuck yeahs.’ Instead, you have to act like nothing’s happening, even if you’re giving the blowjob of your life. It’s muscle memory to respond in porn, so fighting that can be tough.”

Big Mike: “A lot of models tell me that Free Use shoots are the most fun they’ve had! It’s so different from a typical shoot. We all have a blast making it work. Sometimes, the guys say the funniest things while they’re caught up in the moment. My favorite was during ‘Free Use Thruple,’ when Carter Collins and Kyle Wyncrest were spit-roasting Oliver Marks, and Carter randomly asked, ‘Hey Kyle, if the polar ice caps melted, where would you move?’ Kyle, still in character, replied, ‘Uhh, probably south.’ They all cracked up—while still inside Oliver—but then got back to business. It was hilarious!”

What aspect of the brand do you think connects with people?

Jared Camelon: “I think it’s the fact that sex, which is usually such a big, private thing, is reduced to something as casual as a handshake. Normally, sex is a huge deal—people notice, and it’s a spectacle. But with Free Use, it’s stripped down to something as normal as watching TV. That, in a weird way, makes it special.”

Big Mike: “I think it’s the blend of reality and fantasy. In a scripted scene, the fantasy plays out, and then it becomes about the sex. In Free Use, the fantasy continues the whole time. It feels more connected, and in a way, more natural. It’s almost like the distraction of chatting makes it easier for the models to enjoy themselves, and the audience can pick up on that.”

What makes a great Free Use scene?

Jared Camelon: “The pacing of the conversation and the models’ ability to guide each other through the scene is key. It’s tough to ad-lib through sex, especially when what you had in mind keeps changing. Being adaptable is essential.”

Big Mike: “The best scenes are when the models have fantasized about something similar before. In Free Use Gym, the guys started the day by sharing stories about times they wished something like that could’ve happened. That definitely gave them ideas. They role-played scenarios from each other’s fantasies, which made the scene even better.”

What are some do’s and don’ts for creating a Free Use scene?

Jared Camelon: “Do’s:

• Ignore the sex that’s happening.
• Offer your dick to the giver before putting it in their mouth. Consent is key.
• Don’t stress about perfect dialogue—it’ll take a few tries to get it right.
• Try your best not to laugh during the scene.

Don’ts:

• Don’t acknowledge the sex.
• Don’t laugh too much or be overly enthusiastic—it distracts viewers.
• Don’t shy away from using positions from other types of porn. People still want great sex.
• Don’t get frustrated. It’s a tough format to get right, but remember: It’s porn. Have fun with it!”

Big Mike: “It sounds cliché, but the most important thing for these shoots is to have fun! Put yourself in the shoes of someone in these scenarios. An active imagination is key. Remember, the guy being ‘used’ in the scene is there to fulfill the desires of their partners, whether it’s a top who wants to get milked while finishing some work or a bottom who wants to get passed around by his bros at the gym. You’re killing two birds with one stone—getting something done and getting off!”

The Future

We’ve really enjoyed making this content, and we hope people keep enjoying it too. We’ve got a few releases in the pipeline, including a Free Use Christmas Special and a new style that’s fully story-driven and cuts all the mundane chatter out. We love trying new things, and we’re always searching for that sweet spot to keep everyone entertained.

Let us know in the comments what ideas you have for future scenes! What do you like about these? What don’t you like? What’s your favorite scene so far? We’re all ears!