Jelvi Santos

With a strong artistic vision and a keen instinct for execution, Jelvi Santos – also known as Dice – doesn’t shy away from being upfront with his bold ideas. And it’s paid off: from fashion editorials to advertising campaigns, he’s honed his craft as a producer and art director of high-impact work. But those opportunities didn’t exactly come easily. Here, Jelvi shares how to open doors for yourself, connect with the right people, and create the work you want to be hired for.

What I do

How would you describe what you do?
I’m a producer, but I would also describe myself as a facilitator. That’s because I not only rely on my technical knowledge but also my social network to solve problems and bring creative ideas to life.

What are the main influences and inspirations behind your work?
I’m hugely inspired by sci-fi films, but also fashion designers like Raf Simons, Demna and Yohji Yamamoto. I love how they build worlds with such depth and emotion – it’s something I try to bring to the projects I help produce.

Would you say you need any specific training for what you do?
Yes, training is very important. I did the APA Masterclass this year and it’s been really essential to my growth, allowing me to put all the theory work of production into practice.

What’s been your favourite project to work on from the past year, and why?
My favourite project of the year has been producing an editorial for Studio Magazine. I had the opportunity to collaborate with an incredible team of talented individuals – and now friends – whose work I rate really highly. I’m typically drawn to projects that push creative boundaries or involve elements of world-building.

What does a normal day-to-day usually look like for you?
It usually consists of doing a lot of new business development and looking for emerging talent – either in the office when I’m working on a production, or out in town when I’m going to a meeting. Every day is different!

How I got here

What was your journey like when you were first starting out? Did you find your feet quickly?
It was exciting! I got my first production role in 2023 and was constantly working on projects or helping plan community events. I was also working alongside two of my friends, and I think having that supportive environment helped me find my feet quickly.

How did you go about landing your first few jobs or clients?
I focused on creating the kind of work I wanted to be hired for. I’d reach out to clients directly, offering my skills and creative ideas while being proactive and clear about what I could bring to the table.

That really helped open doors. At the same time, it also took a lot of networking, persistence and putting myself out there.

What has been your biggest challenge along the way?
My biggest challenge was getting my foot in the door while many of my friends were still at university. I had to figure out what I wanted to do early on and proactively seek out a lot of work opportunities. As a young creative, the path isn't always linear and there’s no right or wrong way forward.

How important are social media and self-promotion to your work? Any advice or learnings?
Both are very important. We’re in an era where everyone is chronically online, so the best way to promote your work is via social media. Platforms like Instagram or LinkedIn are great tools to showcase work, build a presence and connect with people in the industry.

What are three things that you’ve found useful to your work or career, and why?
Educating myself on topics that interest me, attending workshops and watching a lot of YouTube.

Orenmeetsworld is a YouTuber who has really opened my mind, providing creative gems and insights on brand building and strategy.

I also regularly turn to platforms like Cosmos and Eyecandy for inspiration – they offer a constant feed of creative work and showcase emerging talent doing exciting things.

Have there been any courses, programmes, initiatives, access schemes or job boards you’ve found helpful?
The D&AD Shift Online Campus was really helpful – it’s a great initiative for breaking into the industry without a traditional degree, connecting you with mentors and real briefs.

What have been your greatest learnings with making money and supporting yourself as a creative?
Know your value and don’t be afraid to have conversations about rates. I learnt a lot about that in the beginning, when I took on freelance gigs and side hustles to stay afloat. It’s also key to have a clear understanding of invoicing, budgeting and protecting your time.

My advice

What’s the best career-related advice you’ve ever received?
Hard work beats talent!

What advice would you give to someone looking to get into a similar role?
Be proactive, reach out to people, go to networking events, shadow on sets or volunteer on shoots. The more you put yourself out there, the more you’ll learn and connect with the right opportunities.