Herbert D. Hernandez

Herbert D. Hernandez


Herbert D. Hernandez (born April 15, 1981) is a multi-talented Filipino artist, songwriter, guitarist, and advertising executive. He is the founder of GIGIL Advertising, an independent creative agency in the Philippines, and co-founder of Indierectory, an agency for independent advertising ideas. With over two decades of experience in the industry, Hernandez has received numerous accolades, including “40 Under 40” by Campaign Asia and “The Most inspiring Talents of 2021” by Adweek’s Creative 100.

Apart from his advertising expertise, Herbert Hernandez is a celebrated guitarist, having performed with prominent Filipino bands such as 6cyclemind and Moonstar88. He is also the composer of the hit song Migraine, which has achieved over 100 million Spotify streams.

Early Life and Education
Herbert Hernandez was born on April 15, 1981, in Quezon City, Philippines. He showed an early passion for music and mathematics. His journey as a guitarist began at the age of nine, guided by his brother, Darwin Hernandez. In high school, he represented Rizal in the Math Olympiad and served as the student council president at St. Matthew’s Academy. He earned various awards, including the Gerry Roxas Leadership Award and the Juan Luna Award for Outstanding Artist of the Batch.

Continuing his leadership and artistic endeavors, Hernandez co-founded the band Moonstar88 in 1999 while at the University of Santo Tomas (UST). As a student at UST’s College of Fine Arts and Design, he served as the student council president and graduated in 2002 with honors, earning a Bachelor of Fine Arts in Advertising. For his academic achievements, he received the UST Rector’s Award and the UST Quezon Leadership Award. In 2001, he was also honored with the San Mateo Rizal Youth Achievement Award.

Career
After graduating, Herbert Hernandez pursued 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 2006 to 2012, he served as Creative Director at DM9JaymeSyfu, crafting campaigns for Tanduay Ice, Smart Telecom, and the Department of Health. Later, as Executive Creative Director for Young & Rubicam Manila from 2012 to 2017, he led creative initiatives for brands like SMART Telecom, Caltex, and Ford Philippines.

In 2017, Hernandez established GIGIL Advertising Group Inc., which has gained over 180 local and global awards in just five years. The agency was named Campaign Philippines’ Independent Agency of the Year and Creative Agency of the Year in 2020. In 2021, Adage recognized GIGIL as the International Small Agency of the Year. Under Hernandez’s leadership, the agency has spearheaded campaigns for major brands such as Netflix, Jollibee, 7-Eleven, Levi’s, and Unilever.

Hernandez’s music career is equally remarkable. As a founding member, guitarist, and songwriter of Moonstar88, he has contributed to four studio albums: Popcorn, Press to Play, Todo Combo, and This Year. His song Migraine has amassed over 100 million Spotify streams. Additionally, he is a guitarist for 6cyclemind and worked on their album Goodbye Sunday.

Hernandez is actively involved in organizations such as 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.
  • Named “40 Under 40” by Campaign Asia in 2020.
  • GIGIL was honored as the “Creative Agency of the Year” by Campaign Asia in 2020.
  • GIGIL has received multiple nominations and awards at international events such as Cannes, The One Show, AWARD Awards, The Clios, ADFEST, APAC Effies, LIA, AD Stars, and Spikes Asia.

Personal Life
Herbert Hernandez resides in Manila, Philippines, with his wife, Heidi Borja Hernandez. Heidi is a beauty queen, commercial model, and makeup artist.

Mildred K. Pearson

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