The way collective pitch works, the direction the blades appear to tilt is caused by the rotors flexing under load and do not actually have to be "pointing" in the right way to work as intended.

On most helicopters the way it works in the simplest of terms is that the swashplate very rapidly manipulates the pitch of a blade as it rotates around the helicopter. So the pitch of the blades is what controls the direction of flight.

So say a helicopter needs to move foreward as it does in the gif, the blade will have a negative pitch when it is in the forward most point in its rotation. The same blade once it rotates to the back will have a positive pitch. The negative on the front causes the blade to deflect down, and the positive in the back causes the blade to deflect up and giving the appearance that the rotor assembly is tilting in that direction.

Now for the part that makes that mean anything. So becuase the shaft is not tilting the lift in the rear and dip in the front is putting tourqe onto the main shaft and forces it and the helicopter to tilt under them. So by putting the lift behind the center of gravity it you now have a forward moment on the aircaft.

So in the picture here, even though all the blades are still tilted back past 90 it is still able to move foreward because that positive pressure behind the main shaft is causing the entire aircraft to try and rotate around it and since there is to much weight to lift that energy pushes it forward.