Well, obviously you have to show content, what's the point otherwise? But even then, you can do things in a different way, or even using the same concept you can give it a twist. I dare you to find something similar to the following BEFORE I did it:
http://fdsign.com/dawson1/
http://fdsign.com/dawson2/tour2b.jpg
http://fdsign.com/brittanysbod/page1.html
http://www.fdsign.com/evolution/pays...ger-pornstars/ (this is also a WP CMS, many sites are copying it right now)
http://www.fdsign.com/evolution/pays...bella-bellini/ (this is also a WP CMS)
http://www.fdsign.com/evolution/paysites/18-years-old/ (the first site ever mixing episodes + toonish styles. Widely copied)
http://www.fdsign.com/evolution/pays...ia-montenegro/
http://www.fdsign.com/yegf/
http://www.fdsign.com/evolution/paysites/destiny/
http://www.fdsign.com/evolution/pays...rtually-jenna/ (very old)
http://www.fdsign.com/evolution/paysites/alternadudes/
http://www.fdsign.com/evolution/pays...athtime-girls/
http://submittedgirlfriends.com/tour.php (mix of social site and paysite)
http://messengergirls.com/tour.php ultra amateur + flash + fake social + chat and private messaging in one tour - this tour and concept will be copied to death, mark my words
http://www.fdsign.com/evolution/pays...l-about-boobs/ (this one, exception made of the narrow design could be a great design today... but it was made 7-8 years ago)
http://www.fdsign.com/evolution/pays...r-18-under-21/ (another oldie)
some so old I don't even keep on portfolio anymore:
http://www.fdsign.com/bubblegumfreaks/
http://www.fdsign.com/butt_fetish/
http://www.fdsign.com/CumFilledMouths/
http://www.fdsign.com/freaky_panty/page1.html
http://www.fdsign.com/mywifesfriend/
As you can see, originality isn't something I lack of. However, if you care to take a closer look, the more original ones are not alive. Or are alive by parts (ie keeping the header, or the "vibe", or some elements). Don't get me wrong, I wouldn't do several of those designs today, they're dated and a some of them simply SUCK.
But, as you can see, it's not a question of not being original, it's a question of doing what you're asked to do and avoid doing everything 2, 3 or 4 times until you end doing the simplest and most known thing... which will get approved. It's very frustrating and time consuming to try to create and come with new ideas and then you will only do... reality style tours (as if they sell)
And I'm pretty sure many designers face the same problem, so it's simply a smart move to keep the best of your creativity for other uses and try to come with something as original as possible but always within certain boundaries
