New production house Command Shift makes a case for local storytelling

Malaysia's production landscape has a new player with the launch of Command Shift, a production company founded by former Reservoir World film director Ashraff Mokhtar alongside producer Kaviraj Ganayson and editor Dixon Yoong. The company is positioning itself as a new-generation production house focused on authentic storytelling, creative collaboration and end-to-end filmmaking.

The launch marks a new chapter for the trio, who collectively bring decades of experience across directing, production and post-production. Together, they have worked on commercial campaigns for brands spanning aviation, telecommunications, FMCG and energy, and are now bringing those complementary skill sets under one roof.

Speaking to A+M, Ashraff said Command Shift was born out of the belief that production should go beyond creating visually polished work.

"Great production is about more than delivering beautiful visuals. It is about creating work that resonates with people," he said. "We saw an opportunity to build a production company that combines strong creative thinking with thoughtful execution, while remaining agile and collaborative throughout the process."

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According to the founder, that philosophy extends across every project, regardless of its size or platform, with collaboration and creative problem-solving forming the backbone of the company's approach.

Rather than positioning itself as a traditional production house, Command Shift sees itself as a contemporary studio backed by experienced practitioners who understand every stage of the filmmaking process.

"While we're a relatively new name in the market, the team behind it has spent years producing and crafting work for established brands and agencies, giving us a strong foundation in both creative development and execution," said Ashraff. "Our approach is contemporary, collaborative and creatively ambitious, but it's grounded in the discipline and professionalism that come from experience."

A key focus for the company will be helping brands embrace more authentic Malaysian storytelling.

The founder believe many brands remain hesitant to lean into the country's everyday culture and nuances, creating an opportunity for production companies to bridge the gap between commercial objectives and stories that genuinely connect with local audiences.

"We're passionate about localisation and making it cool. Sometimes brands are hesitant to embrace the raw, authentic realities of Malaysia. Our role is to repackage those realities into stories that are engaging, relatable and visually compelling," he explained, adding that: 

Ultimately, we want to bridge the gap between corporate brands and real people by creating work that feels authentic without losing its commercial appeal. 

Before launching Command Shift, Mokhtar spent more than six years at Reservoir World, progressing from production intern to production assistant and writer before becoming a film director. During his tenure, he directed television commercials and branded films for clients including Malaysia Airlines, PayNet, Petron and F&N. His work also spanned music videos and promotional content, with responsibilities ranging from concept development and scriptwriting to creative direction.

Ganayson joins the venture after more than six years as a producer at Reservoir Production, where he oversaw regional campaigns and managed large-scale commercial productions from pitch through to delivery. Prior to that, he worked as an assistant producer at Buzzworks Animation, building experience in animation, post-production and visual effects, following an earlier stint in public relations where he handled brand communications and media relations.

Meanwhile, Yoong brings close to a decade of editing and motion graphics experience. He spent more than eight years as a video editor at Reservoir Production, working across commercial productions while also freelancing as a motion graphics designer. His background in offline and online editing enables the company to integrate post-production thinking into projects from the earliest stages of development.

Collectively, Ashraff said having expertise across directing, production and post-production allows creative, logistical and technical considerations to be addressed from day one, resulting in more streamlined workflows and stronger collaboration.

At launch, Command Shift comprises the three founders, with no immediate plans to build a large permanent team. Instead, the company intends to remain lean while assembling project-specific teams from a network of freelance creatives and collaborators.

"We intentionally want to keep the team lean while collaborating with talented freelancers across the industry, allowing us to assemble the best team for each project," the founders said.

"We're also open to working with other directors and creatives whose work we admire, giving us the flexibility to take on a wide range of projects while maintaining a collaborative approach."

The company has already secured its first major project: an upcoming Merdeka campaign that is expected to launch in the coming weeks. While the founders declined to reveal further details, they said they hope the campaign will serve as a strong introduction to Command Shift and its creative vision.

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