Joniel da Silva

Freelance Art & Creative Director

Hamburg, Germany
I'm an art based Creative Director with a passion for storytelling, design and technology at the service of brands in the constantly transforming digital landscape. I blend in with the business and strategy leads, while overviewing the quality, the process and the vision for the creative team. For more than 20 years working in advertising, 17 of them in digital, I have worked across a portfolio of some of the worlds most recognised brands including NIVEA, Castrol Edge, Novartis, SEAT, Volkswagen, luxury brands like Montblanc International, Swarovski and Graf von Faber-Castell, as well as Olympus Medical, Draeger, Storck and Cairo.
Specialties: creative direction, big idea thinking/concepting, digital story telling, team building, digital brand strategy, multi-platform design, digital campaign activation, content creation, user experience, execution excellency.

Work Experience

JDS Creative

Freelance Creative Director

May 2015 - Present Hamburg, Germany

Blast Radius

Executive Creative Director

My responsibilities included team leading, interaction with other department leads, project deliveries and new business actions.
June 2015 - December 2015 Amsterdam, Netherlands

Blast Radius

Senior Creative Director

Helped to establish and grow the Hamburg unit. Coordinated creative work from different global and european offices.

With Blast as the digital lead agency for NIVEA, delivered campaign that celebrated 100 years the iconic brand, having Rihanna as the big star to connect with a younger target group. Worked all over the global digital brand presence to deliver a great consumer experience while being extremely flexible for the countries to roll out and adopt and to deliver a highly beneficial experience for consumers. Based on NIVEA’s commitment to be a skin companion for life, we created launch campaigns, international guidelines and advisory platforms for skin, hair, sun and baby care.

Won NOVARTIS german account and helped the different Novartis brands (Voltaren, Fenistil, Lamisil, etc) to improve their product campaigns, lifted the digital brand presence to a new level and supported them with content that travelled beyond traditional pharmacy channels. Digital campaigns as part of through-the-line. Developed brand websites and allways on content to raise awareness and engage.
Won Castrol EDGE global account. Global digital campaigns for the OEM. Unifying brand positioning.
Won Blohm+Voss and Danone local accounts.
January 2011 - April 2015 Hamburg, Germany

Elephant Seven Hamburg

Creative Director

I managed and mentored the creative team to deliver outstanding and award winning digital communication for luxury and FMCG as well as health, medical, insurance and safety clients. My team was trusted with the whole digital communication for Montblanc and all Storck product range. Helped to bring new business by winning pitches for Swarowski, Thomas Sabo, Itzehoer, Cairo and Graf von Faber-Castell.
April 2006 - December 2010 Hamburg, Germany

Elephant Seven Barcelona

Senior Art Director

Responsible for the global digital brand communication for SEAT S.A. which included 2 global website relaunches, campaigns for all product launches and creation of international guidelines for the country stakeholders.

- realization of the complete relaunch and international CI guidelines.
- online flash specials for every car launch, car events, etc.
- banner campaigns
- many other jobs as a guest for the other unities of the Elephant Seven Network for clients like Mercedes, Montblanc, Audi, Skoda and others.
August 2000 - April 2006 Barcelona, Spain

Madison Comunicação

Creative Director

Partner and founder. Developed ambitious integrated communication for main regional clients while building a reputation. Design and development of websites and multimedia applications, integrated communications and offline campaigns.
January 1997 - July 2000 Salvador, Brazil

Freelance Art Director, Designer Und Illustrator/Cartoonist


Intensive cooperation with advertising agencies and artists in the creation of high quality print and digital artwork. Designed websites already with the early internet possibilities and multimedia applications.
1989 - 1996 Salvador, Brazil


Federal University Of Bahia

Bachelor of Architecture

January 1990 - December 1996 Salvador, Brazil


English (Fluent),
German (Fluent),
Spanish (Fluent),
Portuguese (Native),
Catalan (Advanced),


Golden Award Of Montreux

Gold Award


World Luxury Awards

Winner - Online Advertising


If Design



Lovie Awards

Best use of interactive video


New York Festivals Awards

Seat Cordoba



Illustrator, Animation Programming Languages, Animation Software, AS2, Design And Image Editing Software, Illustration, Photoshop, Processing,

Additional Information

Musician, writer, painter.