Shift Content Hub, a forward-thinking production studio, is reshaping the landscape of content creation and marketing. Founded by Blas Tanquilut also known as Direk Blas, the company stands out in an industry dominated by traditional setups, offering an innovative approach to storytelling that combines creativity with strategic thinking.
Since Direk Blas put up the company five years ago in 2019, Shift Content Hub has rapidly grown from a humble startup to a formidable player in the creative and content world, working with top brands like Mr DIY, Converge, Megaworld, Tencent, and RealMe, as well as with many start-up companies.
Direk Blas’ journey to founding Shift Content Hub is rooted in his deep love for storytelling. Direk Blas worked at Microsoft Singapore and was a motivational speaker. While thriving in his corporate life, he yearned for something more meaningful.
This desire led him back to the Philippines, where he put more effort into creating videos for brands—mostly for free, out of love and passion for the craft. His early efforts paid off, and soon, more brands started reaching out to him.
Because of the quality, value for money, and the relationship he had with a lot of people, more brands reached out to him. This is when he realized that he could turn his passion into meaningful work.
Collaboration over competition
Shift Content Hub differentiates itself by breaking away from the traditional model of video production, which often relies heavily on outsourcing. Direk Blas saw the inefficiencies in this approach and decided to create a company that could handle everything in-house.
By bringing all production capabilities under one roof, Shift Content Hub not only reduces costs but also promotes a culture of excellence and passion among its team members. This integrated model allows the company to deliver high-quality content that resonates deeply with audiences, making each project memorable.
Shift Content Hub does not view itself as competing with traditional advertising agencies. Instead, it sees collaboration as a pathway to success.
“For a traditional video production or advertising agency, working with Shift is an added value,” Dire Blas said, reiterating the value of different creative minds working together. This collaborative spirit extends to Shift Content Hub’s work with clients, where the focus is always on creating impactful, meaningful content.
The challenge of consistency
A key to Shift Content Hub’s success is its inclusive and supportive work environment, particularly for its predominantly Gen Z workforce. Direk Blas understands the unique needs and perspectives of this younger generation and promotes a culture that prioritizes mental health and personal growth.
This empathetic approach has helped Shift Content Hub attract—and retain—young talent. Today, Shift Content Hub has some 50 employees.
Direk Blas takes pride in mentoring the next generation of directors and creatives, believing that nurturing talent is essential for the company’s growth. “I need to mentor the next generation of directors because that’s the only way for us to scale. I’m not Superman; I cannot do everything,” he said.
As Shift Content Hub continues to grow, one of the biggest challenges it faces is maintaining consistency in quality and output. With an expanding team and increasing responsibilities, Direk Blas is acutely aware of the need to preserve the high standards that have become the company’s hallmark.
“The challenge for us is consistency,” he said. “Now that we have a bigger team and more responsibility, how can we be consistent?”
To address this, Direk Blas has implemented a distributed leadership model, empowering his team to take ownership of their projects and uphold the company’s values. “Establishing the directors group is the action plan to avoid that risk from happening,” Direk Blas said, emphasizing the importance of shared responsibility and a strong leadership structure.
Dream, Expansion and global ambitions
Direk Blas’ dream is to expand his business further by helping more people and creating opportunities for others who share his passion for creativity and production. He aims to hire individuals not based on their resumes or backgrounds, but on their dedication and potential. Just as he earned the trust of his clients despite not having a formal education in production, he wants to offer the same chance to others who aspire to work in a creative and production company, allowing them to pursue what they love.
Dikre Blas ‘ vision for Shift Content Hub remains ambitious. He sees a future where the company expands its reach beyond the Philippines, collaborating with international partners and producing content that resonates on a global scale.
“I want the Filipino to be proud with Shift and someday, we can create something that will not just impact the Filipino community, but also create a positivity, or at least an impact to the rest of the world,” he said.
Part of this expansion plan includes opening more locations, possibly in Cebu, and strengthening the company’s visibility in other markets. Direk Blas is also passionate about producing his own film, a project that would allow him to showcase Filipino culture and values to a broader audience.
As Shift Content Hub grows, Direk Blas is mindful that the company’s success is not just about him, but about the entire team. He has worked hard to build a culture that values creativity, collaboration, and excellence, and he is committed to passing these values on to the next generation.
“The next generation should be better than me,” he said, underscoring his commitment to nurturing talent and promoting a positive work environment.
As the company continues to expand and take on new challenges, it is clear that Shift Content Hub’s story is not just about one man’s vision, but about the collective efforts of a talented and dedicated team.
With a focus on empowering storytellers, embracing new technologies, and promoting a culture of innovation, Shift Content Hub is well-positioned to make a lasting impact in the creative industry.
Direk Blas is excited about the possibilities that lie ahead and remains committed to his mission of inspiring change through storytelling.
SHIFT stands for Sharing How I Faced Trials, a concept where Direk Blas aims to inspire the next generation by sharing the story of his company and his dreams. Through this inspiration, he hopes to motivate others to pursue their own aspirations.
ADVT.
This article is brought to you by Shift Studio.
