Herbert D. Hernandez: Biography

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 two decades of industry experience, Hernandez has earned numerous accolades, including being recognized as part of “40 Under 40” by Campaign Asia and “The Most Inspiring Talents of 2021” by Adweek’s Creative 100.

In addition to his advertising career, Hernandez is a celebrated guitarist. He has performed with renowned Filipino bands such as 6cyclemind and Moonstar88. He is credited for composing the hit song “Migraine,” one of the country’s most-streamed tracks, with over 100 million plays on Spotify.

Early Life and Education

Born on April 15, 1981, in Quezon City, Philippines, Herbert Hernandez exhibited early talent in music and mathematics. His brother, Darwin Hernandez, introduced him to playing the guitar when he was nine. During high school, Hernandez represented Rizal in the Math Olympiad and served as the president of St. Matthews Academy’s student council. He received several notable awards, including the Gerry Roxas Leadership Award and the Juan Luna Award for Outstanding Artist of the Batch.

While attending the University of Santo Tomas, Hernandez was elected president of the College of Fine Arts and Design’s student council and co-founded Moonstar88 in 1999. He graduated with honors in 2002 with a Bachelor of Fine Arts in Advertising, earning distinctions such as 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 graduating, Herbert Hernandez began his career in advertising in February 2003 as an Art Director at J. Walter Thompson Manila, contributing to campaigns for brands such as Red Horse Musiklaban, Ford, and Lipton. From February 2006 to March 2012, he served as a Creative Director at DM9JaymeSyfu, working on campaigns for Tanduay Ice, Smart Telecom, and the Department of Health. Later, from March 2012 to June 2017, he was the Executive Creative Director at Young & Rubicam, Manila, leading campaigns for SMART Telecom, Caltex, and Ford Philippines.

In 2017, Hernandez founded GIGIL Advertising Group Inc., which has since received over 180 local and global awards. 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 his leadership, GIGIL has delivered creative campaigns for brands such as Netflix, Jollibee, Levi’s, Unilever, and 7-Eleven.

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

Hernandez is actively involved in organizations like 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

• Credited as “The Most inspiring Talents of 2021” by Adweek’s Creative 100.
• Recognized as part of “40 Under 40” by Campaign Asia (2020).
• GIGIL was awarded “Creative Agency of the Year” by Campaign Asia (2020).
• GIGIL has also received nominations and awards at major events such as Cannes, 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, who is a beauty queen, makeup artist, and commercial model.