Skip to content

Eleven years on the night shift.

The company started because the brands we liked stopped talking at 6pm, and their customers didn't. It's still the whole idea.

How we got here.

  1. 2015

    The night shift.

    Aiko Santos and Ben Lacson both had day jobs in marketing, and both had noticed the same thing: the brands they admired went quiet at 6pm, which is exactly when their customers picked up their phones.

    So they took on three local accounts, a barber, a noodle bar, and a bike shop, and ran them from Aiko's kitchen table between 9pm and 1am. Posts went up at 11pm. Replies went out within the hour. Within a year, all three had their best weekends on record.

  2. 2017

    The post that broke the inbox.

    Hearth & Crumb was a two-oven bakery on a quiet street. Ben filmed the first tray of the morning coming out at 5:40am: fourteen seconds, no music, just the sound of the crust. They posted it at 11pm on a Friday.

    By Sunday it had 4 million views. By Monday there were 300 unread messages: directions, wholesale orders, and one marriage proposal. They answered every one, then hired two people so it would never take that long again.

  3. 2019

    Building the system.

    Growth broke the group chat. The team replaced it with three things that still run the company: one content calendar every client can see, a playbook that says how to answer anything from a compliment to a crisis, and a one-page report that goes out every Monday.

    None of it was clever. All of it was written down. By the end of the year, 40 brands were running on it.

  4. 2020

    Everyone moved online.

    When shops closed, the comments section became the front counter. Clients who had treated social as advertising suddenly needed it to take orders, answer complaints, and explain new opening hours, all day and all night.

    The team split into three shifts across Manila, Lisbon, and Mexico City, with written handovers at the end of each one. It has run that way, without a gap, ever since.

  5. 2023

    The creator era.

    Audiences started trusting people over brands, and nine-second videos over polished campaigns. Clients needed both, every week, in every format.

    So the team built a small studio with its own editors, and a network of more than 900 creators who can be briefed on Monday and posting by Friday. The studio now makes most of what the company publishes.

  6. Today

    Every platform, every hour.

    Today The Lux Expo is 120 people across three time zones, working for more than 200 brands on every platform that matters this year, and a few that might matter next year.

    The kitchen table is gone. The hours haven't changed.

Three things we won't change.

Some of the people on shift.

We hire for every time zone.

Editors, community managers, strategists, and people who are good at 3am. If that's you, tell us what you'd do with our own accounts.

Email us about open roles