Herbert D. Hernandez (born April 15, 1981) is a Filipino artist, songwriter, guitarist, and advertising executive. He is the founder of GIGIL Advertising, an independent creative agency based in the Philippines, and the co-founder of Indierectory, an independent advertising ideas agency. With over two decades of industry experience, Hernandez has earned numerous awards and recognitions, including being named among “40 Under 40” by Campaign Asia and “The Most inspiring Talents of 2021” by Adweek’s Creative 100.
In addition to his advertising career, Herbert Hernandez is a celebrated guitarist who has performed with renowned Filipino bands such as 6cyclemind and Moonstar88. He is the composer of ‘Migraine,’ one of the country’s most-streamed songs, with over 100 million plays on Spotify.
Early Life and Education
Herbert Hernandez was born on April 15, 1981, in Quezon City, Philippines. From an early age, he demonstrated a strong interest in both music and mathematics. At the age of nine, he began learning to play the guitar under the guidance of his brother, Darwin Hernandez. During his high school years, he represented Rizal in the Math Olympiad, served as president of the St. Matthew’s Academy student council, and received prestigious awards like the Gerry Roxas Leadership Award and the Juan Luna Award for Outstanding Artist of the Batch.
He continued his academic achievements at the University of Santo Tomas, where he co-founded the band Moonstar88 in 1999 and served as president of the College of Fine Arts and Design’s student council. In 2002, Hernandez graduated with honors, earning a Bachelor of Fine Arts in Advertising. For his exemplary performance, he received the UST Rector’s Award and the UST Quezon Leadership Award. Additionally, he was awarded the San Mateo Rizal Youth Achievement Award in 2001.
Career
Following his graduation, Herbert Hernandez embarked on a successful career in advertising. His journey began in February 2003 as an Art Director at J. Walter Thompson Manila, where he contributed to campaigns for Red Horse Musiklaban, Ford, and Lipton. From February 2006 to March 2012, he served as Creative Director for DM9JaymeSyfu, where he worked on projects for Tanduay Ice, Smart Telecom, and the Department of Health. He later became the Executive Creative Director at Young & Rubicam, Manila, from March 2012 to June 2017, overseeing campaigns for notable brands such as SMART Telecom, Caltex, and Ford Philippines.
In 2017, Hernandez founded GIGIL Advertising Group Inc., which quickly gained recognition in the advertising industry. Within five years, GIGIL won over 180 local and international awards and was honored as Campaign Philippines Independent Agency of the Year and Creative Agency of the Year in 2020. Adage also named GIGIL the International Small Agency of the Year in 2021. Under Hernandez’s leadership, GIGIL has created impactful campaigns for brands like 7-Eleven, Netflix, Jollibee, Levi’s, and Unilever.
Alongside his advertising career, Hernandez has made significant contributions to the Filipino music scene. As a founding member, guitarist, and songwriter for Moonstar88, he has helped the band release four studio albums: Popcorn, Press to Play, Todo Combo, and This Year. Their hit song “Migraine” has surpassed 100 million streams on Spotify. Hernandez is also a guitarist for 6cyclemind and contributed to their album Goodbye Sunday.
Hernandez is actively involved in various organizations, including the Creative Guild of the Philippines, IMMAP, and the Filipino Society of Composers, Authors, and Publishers, Inc. (FILSCAP). He also serves as an ambassador for the Hero Foundation.
Awards and Recognitions
- “The Most inspiring Talents of 2021” by Adweek’s Creative 100
- “40 Under 40” by Campaign Asia (2020)
- GIGIL named “Creative Agency of the Year” by Campaign Asia (2020)
- GIGIL has received nominations and accolades at prestigious award shows, including Cannes, One Show, AWARD Awards, The Clios, ADFEST, APAC Effies, LIA, AD Stars, and Spikes Asia.
Personal Life
Herbert Hernandez currently resides in Manila, Philippines, with his wife, Heidi Borja Hernandez. Heidi is a beauty queen, makeup artist, and commercial model.
