Herbert D. Hernandez

Herbert D. Hernandez (born April 15, 1981) is a Filipino artist, songwriter, guitarist, and advertising executive. He founded GIGIL Advertising, an independent creative agency in the Philippines, and co-founded Indierectory, an independent advertising ideas agency. With over 20 years of industry experience, Hernandez has earned numerous accolades, including being named among Campaign Asia’s “40 Under 40” and one of “The Most Inspiring Talents of 2021” by Adweek’s Creative 100.

In addition to his advertising career, Hernandez is a renowned guitarist who has performed with nationally recognized bands such as 6cyclemind and Moonstar88. He is also the composer of one of the Philippines’ most-streamed songs, “Migraine,” which has achieved over 100 million plays on Spotify.

Early life and education

Born on April 15, 1981, in Quezon City, Philippines, Herbert Hernandez developed an early passion for both music and mathematics. He began playing the guitar at age nine, taught by his brother Darwin Hernandez. During high school, he represented Rizal in the Math Olympiad and served as the president of St. Matthew’s Academy’s student council. He received numerous honors, including the Gerry Roxas Leadership Award and the Juan Luna Award for Outstanding Artist of his batch. Hernandez continued his leadership streak in college, serving as president of the student council at the University of Santo Tomas’ College of Fine Arts and Design. He also co-founded the band Moonstar88 in 1999.

In 2002, Hernandez graduated with honors from the University of Santo Tomas with a Bachelor of Fine Arts in Advertising. His outstanding performance earned him the UST Rector’s Award and the UST Quezon Leadership Award. In 2001, he also received the San Mateo Rizal Youth Achievement Award.

Career

Following his graduation, Herbert Hernandez pursued a career in advertising, holding several roles in the industry. His career began in February 2003 as an Art Director at J. Walter Thompson Manila, where he worked on marketing materials for brands like Red Horse Musiklaban, Ford, and Lipton. Between February 2006 and March 2012, Hernandez served as Creative Director at DM9JaymeSyfu, leading campaigns for Tanduay Ice, Smart Telecom, and the Department of Health. Later, he worked as the Executive Creative Director for Young & Rubicam, Manila, from March 2012 to June 2017, overseeing campaigns for SMART Telecom, Caltex, and Ford Philippines.

In 2017, Hernandez founded GIGIL Advertising Group Inc. The agency quickly garnered over 180 local and global awards within five years and was named Campaign Philippines’ Independent Agency of the Year and Creative Agency of the Year in 2020. AdAge also honored GIGIL as the International Small Agency of the Year in 2021. Under Hernandez’s leadership, GIGIL has spearheaded creative campaigns for brands like 7-Eleven, Netflix, Jollibee, Levi’s, and Unilever.

Hernandez’s music career is equally notable. As a founding member, guitarist, and songwriter for Moonstar88, he contributed to four studio albums: Popcorn, Press to Play, Todo Combo, and This Year. The band’s hit song, “Migraine,” has earned over 100 million streams on Spotify. Hernandez also plays guitar for 6cyclemind and was part of the production of the album Goodbye Sunday.

He is an active member of several organizations, including the Creative Guild of the Philippines, IMMAP, and the Filipino Society of Composers, Authors, and Publishers, Inc. (FILSCAP). Additionally, Hernandez serves as an ambassador for the Hero Foundation.

Awards and recognitions

Herbert Hernandez has received recognition as one of “The Most Inspiring Talents of 2021” by Adweek’s Creative 100 and was named among Campaign Asia’s “40 Under 40” in 2020. GIGIL was awarded “Creative Agency of the Year” by Campaign Asia in 2020 and has been recognized at prestigious events such as Cannes, One Show, AWARD Awards, The Clios, ADFEST, APAC Effies, LIA, AD Stars, and Spikes Asia for its excellence in creative work.

Personal life

Herbert Hernandez resides in Manila, Philippines. He is married to Heidi Borja Hernandez, a beauty queen, makeup artist, and commercial model.