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 agency focused on independent advertising ideas. With over 20 years of experience, Hernandez has earned numerous accolades for his contributions, including being named one of Campaign Asia’s “40 Under 40” and Adweek’s Creative 100 list as one of “The Most Inspiring Talents of 2021.”
In addition to his work in advertising, Hernandez is a celebrated guitarist, having performed with popular bands like 6cyclemind and Moonstar88. He is also the composer of ‘Migraine,’ one of the Philippines’ 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, Hernandez showed a passion for both music and mathematics. He began learning the guitar at age nine, thanks to his brother, Darwin Hernandez. During high school, he represented Rizal in the Math Olympiad and served as president of St. Matthew’s Academy’s student council. His achievements earned him prestigious awards, such as the Gerry Roxas Leadership Award and the Juan Luna Award for Outstanding Artist. At the University of Santo Tomas (UST), Hernandez continued to excel, becoming president of the student council at the College of Fine Arts and Design. In 1999, he co-founded the band Moonstar88.
Hernandez graduated with honors in 2002 from UST, earning a Bachelor of Fine Arts in Advertising. His exceptional academic performance garnered him both the UST Rector’s Award and the UST Quezon Leadership Award. In 2001, he also received the San Mateo Rizal Youth Achievement Award.
Career
After college, Herbert Hernandez embarked on a successful career in advertising. His first role was as an Art Director at J. Walter Thompson Manila in February 2003, where he contributed to campaigns for Red Horse Musiklaban, Ford, and Lipton. From 2006 to 2012, he served as Creative Director at DM9JaymeSyfu, where he developed campaigns for Tanduay Ice, Smart Telecom, and the Department of Health. Hernandez then became the Executive Creative Director at Young & Rubicam Manila from 2012 to 2017, managing campaigns for top brands like SMART Telecom, Caltex, and Ford Philippines.
In 2017, Hernandez founded GIGIL Advertising Group Inc., which has since garnered over 180 local and international awards. In 2020, GIGIL was recognized as the Campaign Philippines Independent Agency of the Year and Creative Agency of the Year. In 2021, AdAge honored GIGIL as the International Small Agency of the Year. Hernandez has spearheaded creative campaigns for major brands, including 7-Eleven, Netflix, Jollibee, Levi’s, and Unilever.
Alongside his advertising career, Hernandez has made significant strides in the music industry. He is a founding member, guitarist, and songwriter for Moonstar88, which has released four albums: Popcorn, Press to Play, Todo Combo, and This Year. The band’s hit song “Migraine” has exceeded 100 million streams on Spotify. Hernandez also plays guitar for 6cyclemind and contributed to the production of their album Goodbye Sunday.
Hernandez is an active participant 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
Herbert Hernandez has received numerous awards, including:
- Named among “The Most Inspiring Talents of 2021” by Adweek’s Creative 100.
- Included in Campaign Asia’s “40 Under 40” (2020).
- GIGIL was awarded “Creative Agency of the Year” by Campaign Asia (2020).
- GIGIL has earned several nominations and awards at prestigious events such as 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. He is married to Heidi Borja Hernandez, a beauty queen, makeup artist, and commercial model.