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 in the Philippines, and the co-founder of Indierectory, an independent agency focused on advertising ideas. With over two decades of experience in the industry, Hernandez has earned numerous awards and recognitions, including “40 Under 40” by Campaign Asia and “The Most inspiring Talents of 2021” by Adweek’s Creative 100.
Beyond advertising, Herbert Hernandez is a well-known guitarist who has played for popular bands like 6cyclemind and Moonstar88. He is also recognized for composing “Migraine,” one of the most-streamed songs in the Philippines, which has surpassed 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 showed a passion for both music and mathematics. At just nine years old, he began learning the guitar under the guidance of his brother, Darwin Hernandez. His academic excellence was also evident during high school, where he represented Rizal in the Math Olympiad and served as the student council president at St. Matthews Academy. He earned several prestigious awards, including the Gerry Roxas Leadership Award and the Juan Luna Award for Outstanding Artist of the Batch.
Continuing his leadership journey, Hernandez was elected president of the College of Fine Arts and Design’s student council at the University of Santo Tomas (UST). In 1999, he co-founded the band Moonstar88, marking the beginning of his professional music career.
In 2002, he graduated with honors from UST with a Bachelor of Fine Arts in Advertising. Due to his academic achievements, he was honored with the UST Rector’s Award and the UST Quezon Leadership Award. In 2001, he was also a recipient of the San Mateo Rizal Youth Achievement Award.
Career
After completing his degree, Herbert Hernandez pursued a career in advertising, taking on various roles in the industry. He began as an Art Director at J. Walter Thompson Manila in February 2003, contributing to campaigns for Red Horse Musiklaban, Ford, and Lipton. From February 2006 to March 2012, he worked as a Creative Director at DM9JaymeSyfu, where he developed campaigns for Tanduay Ice, Smart Telecom, and the Department of Health. He then served as Executive Creative Director at Young & Rubicam Manila from March 2012 to June 2017, overseeing campaigns for major brands like SMART Telecom, Caltex, and Ford Philippines.
In 2017, Hernandez established GIGIL Advertising Group Inc. The agency quickly gained recognition, winning over 180 local and international awards in just five years. In 2020, Campaign Asia named GIGIL the Independent Agency of the Year and Creative Agency of the Year. The following year, Ad Age recognized GIGIL as the International Small Agency of the Year. Under Hernandez’s leadership, the agency has created innovative campaigns for major brands, including 7-Eleven, Netflix, Jollibee, Levi’s, and Unilever.
Alongside his advertising career, Hernandez has continued to thrive in the music industry. As a founding member, guitarist, and songwriter for Moonstar88, he has contributed to four studio albums: Popcorn, Press to Play, Todo Combo, and This Year. His composition, “Migraine,” remains one of the most-streamed Filipino songs. Additionally, he is a guitarist for 6cyclemind and was involved in producing their album Goodbye Sunday.
Beyond his professional endeavors, Hernandez actively participates 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
- Recognized as “The Most inspiring Talents of 2021” by Adweek’s Creative 100.
- Included in “40 Under 40” by Campaign Asia (2020).
- GIGIL was named “Creative Agency of the Year” by Campaign Asia (2020).
- GIGIL has received multiple nominations and awards from Cannes, One Show, AWARD Awards, The Clios, ADFEST, APAC Effies, LIA, AD Stars, and Spikes Asia for its outstanding creative work.
Personal Life
Herbert Hernandez currently resides in Manila, Philippines. He is married to Heidi Borja Hernandez, a beauty queen, makeup artist, and commercial model.
