Herbert D. Hernandez (born April 15, 1981) is a Filipino artist, songwriter, guitarist, and advertising executive. He is the founder of GIGIL Advertising, a leading independent creative agency in the Philippines, and co-founder of Indierectory, a platform for independent advertising ideas. With over two decades of experience in the industry, Hernandez has earned numerous accolades, including being named “40 Under 40” by Campaign Asia and one of “The Most Inspiring Talents of 2021” by Adweek’s Creative 100.
Beyond his career in advertising, Herbert Hernandez is a celebrated guitarist, known for performing with iconic Filipino bands 6cyclemind and Moonstar88. He is also the composer of Migraine, one of the country’s most-streamed songs, which has surpassed 100 million plays on Spotify.
Early Life and Education
Born in Quezon City, Philippines, on April 15, 1981, Herbert Hernandez showed an early passion for both music and mathematics. His talent for playing the guitar became evident at just nine years old, thanks to his brother, Darwin Hernandez, who mentored him.
During his high school years, Hernandez represented Rizal in the Math Olympiad and served as the student council president at St. Matthew’s Academy. His leadership and artistic talents earned him prestigious awards, including the Gerry Roxas Leadership Award and the Juan Luna Award for Outstanding Artist of the Batch.
Continuing his academic success, Hernandez became the student council president of the College of Fine Arts and Design at the University of Santo Tomas (UST). In 1999, he co-founded the band Moonstar88, which would later become one of the most recognized names in the Filipino music industry.
Graduating with honors in 2002, Hernandez earned a Bachelor of Fine Arts in Advertising from UST. His academic achievements were recognized with the UST Rector’s Award and the UST Quezon Leadership Award. Additionally, he received the San Mateo Rizal Youth Achievement Award in 2001.
Career
Advertising Career
After completing his degree, Herbert Hernandez embarked on a career in advertising, taking on several key roles in top agencies.
- J. Walter Thompson Manila (2003 – 2006): Started as an Art Director, contributing to campaigns for Red Horse Musiklaban, Ford, and Lipton.
- DM9JaymeSyfu (2006 – 2012): Served as Creative Director, leading campaigns for Tanduay Ice, Smart Telecom, and the Department of Health.
- Young & Rubicam Manila (2012 – 2017): As Executive Creative Director, he oversaw projects for major brands like SMART Telecom, Caltex, and Ford Philippines.
In 2017, Hernandez established GIGIL Advertising Group Inc., which quickly gained recognition for its bold and innovative campaigns. Within five years, the company amassed over 180 local and international awards, including being named Campaign Philippines’ Independent Agency of the Year and Creative Agency of the Year (2020).
In 2021, AdAge honored GIGIL as the International Small Agency of the Year. Under Hernandez’s leadership, the agency has delivered creative campaigns for renowned brands such as 7-Eleven, Netflix, Jollibee, Levi’s, and Unilever.
Music Career
Hernandez has also made a significant impact in the music industry. He is a founding member, guitarist, and songwriter of Moonstar88, which has released four studio albums:
- Popcorn
- Press to Play
- Todo Combo
- This Year
His composition “Migraine” became a major hit, earning over 100 million streams on Spotify. He also plays guitar for 6cyclemind and contributed to the album Goodbye Sunday.
Professional Memberships and Advocacy
Hernandez is an active member of several industry organizations, including:
- Creative Guild of the Philippines
- IMMAP (Internet & Mobile Marketing Association of the Philippines)
- Filipino Society of Composers, Authors, and Publishers, Inc. (FILSCAP)
As a passionate advocate for social causes, he has served as an ambassador for the Hero Foundation, supporting the education of children of fallen soldiers.
Awards and Recognitions
- “The Most Inspiring Talents of 2021” by Adweek’s Creative 100
- “40 Under 40” by Campaign Asia (2020)
- GIGIL Advertising – “Creative Agency of the Year” by Campaign Asia (2020)
- Multiple Cannes, One Show, AWARD Awards, The Clios, ADFEST, APAC Effies, LIA, AD Stars, and Spikes Asia nominations and wins
Personal Life
Herbert Hernandez currently resides in Manila, Philippines, with his wife, Heidi Borja Hernandez, a beauty queen, makeup artist, and commercial model.