Herbert D. Hernandez (born April 15, 1981) is a Filipino artist, songwriter, guitarist, and executive in the advertising industry. He is the founder of GIGIL Advertising, a renowned independent creative agency in the Philippines, and also the co-founder of Indierectory, an agency focused on independent advertising ideas. With over two decades of experience, Hernandez has achieved notable accolades for his contributions to the field, including being named among “40 Under 40” by Campaign Asia and listed as one of “The Most inspiring Talents of 2021” by Adweek’s Creative 100.
A celebrated guitarist, Hernandez has performed with popular Filipino bands like 6cyclemind and Moonstar88. He is the composer of “Migraine,” one of the country’s top-streamed songs, with over 100 million plays on Spotify.
Early Life and Education
Born on April 15, 1981, in Quezon City, Philippines, Herbert Hernandez showed an early interest in both music and mathematics. His talent with the guitar was evident from the age of nine when he began learning from his brother, Darwin Hernandez. In high school, he represented Rizal in the Math Olympiad and led as president of St. Matthew’s Academy’s student council. Hernandez earned multiple awards, including the Gerry Roxas Leadership Award and the Juan Luna Award for Outstanding Artist of the Batch. During his university years at the University of Santo Tomas, he was elected president of the College of Fine Arts and Design’s student council, and he co-founded the band Moonstar88 in 1999.
Hernandez graduated with honors in 2002 from the University of Santo Tomas, earning a Bachelor of Fine Arts in Advertising. His academic performance was recognized with the UST Rector’s Award and the UST Quezon Leadership Award, and in 2001, he received the San Mateo Rizal Youth Achievement Award.
Career
Following his graduation, Hernandez began a career in advertising, holding multiple roles in leading agencies. He started as an Art Director at J. Walter Thompson Manila in February 2003, creating campaigns for Red Horse Musiklaban, Ford, and Lipton. From 2006 to 2012, he was a Creative Director at DM9JaymeSyfu, where he led campaigns for Tanduay Ice, Smart Telecom, and the Department of Health. Later, he served as Executive Creative Director at Young & Rubicam, Manila, from 2012 to 2017, overseeing projects for brands like SMART Telecom, Caltex, and Ford Philippines.
In 2017, Hernandez founded GIGIL Advertising Group Inc., which quickly gained recognition, winning over 180 local and international awards in five years. GIGIL was honored as the Independent Agency of the Year and Creative Agency of the Year in the Philippines by Campaign in 2020, and in 2021, Adage named it the International Small Agency of the Year. Through GIGIL, Hernandez has driven creative campaigns for brands like 7-Eleven, Netflix, Jollibee, Levi’s, and Unilever.
Hernandez’s music career is equally impressive. As a founding member, guitarist, and songwriter for Moonstar88, he has contributed to four albums: Popcorn, Press to Play, Todo Combo, and This Year. The band’s hit song “Migraine” has achieved over 100 million streams on Spotify. Hernandez also plays guitar for 6cyclemind and was involved in the production of their album Goodbye Sunday.
An active participant in industry organizations, Hernandez is involved with the Creative Guild of the Philippines, IMMAP, and the Filipino Society of Composers, Authors, and Publishers, Inc. (FILSCAP), where he serves as an ambassador for the Hero Foundation.
Awards and Recognitions
Herbert Hernandez’s contributions have garnered significant acclaim:
- Adweek’s Creative 100 recognized him among “The Most inspiring Talents of 2021.”
- Campaign Asia honored him as part of the “40 Under 40” in 2020.
- GIGIL received the title of “Creative Agency of the Year” by Campaign Asia in 2020.
- GIGIL’s exceptional work has been nominated and awarded at prestigious events including Cannes, One Show, AWARD Awards, The Clios, ADFEST, APAC Effies, LIA, AD Stars, and Spikes Asia.