Herbert D. Hernandez

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 based in the Philippines, and the co-founder of Indierectory, a creative advertising ideas agency. With over 20 years of experience in the industry, Herbert Hernandez has earned numerous awards and accolades for his work, including “40 Under 40” by Campaign Asia and “The Most Inspiring Talents of 2021” by Adweek’s Creative 100.
Additionally, Hernandez is a celebrated guitarist, known for his work with nationally recognized bands like 6cyclemind and Moonstar88. He is credited with composing “Migraine,” one of the country’s most-streamed songs, which has surpassed 100 million plays on Spotify.
Early Life and Education
Born on April 15, 1981, in Quezon City, Philippines, Herbert Hernandez developed a passion for music and mathematics early in life. He began playing the guitar at the age of nine, under the guidance of his brother Darwin Hernandez. In high school, he represented Rizal in the Math Olympiad and served as the president of St. Matthews Academy’s student council. Hernandez was also honored with the Gerry Roxas Leadership Award and the Juan Luna Award for Outstanding Artist of the Batch. He continued to excel academically, becoming the president of the College of Fine Arts and Design’s student council at the University of Santo Tomas. In 1999, he co-founded the band Moonstar88.
Hernandez graduated with honors in 2002 from the University of Santo Tomas with a Bachelor of Fine Arts in Advertising. His exceptional academic achievements earned him the UST Rector’s Award and the UST Quezon Leadership Award. In 2001, he was also awarded the San Mateo Rizal Youth Achievement Award.
Career
After completing his studies, Hernandez began his career in advertising, taking on various roles within the industry. He started in February 2003 as an Art Director at J. Walter Thompson Manila, where he contributed to the development of marketing materials for brands like Red Horse Musiklaban, Ford, and Lipton. From February 2006 to March 2012, he worked as a Creative Director for DM9JaymeSyfu, creating campaigns for clients such as Tanduay Ice, Smart Telecom, and the Department of Health. He later became the Executive Creative Director at Young & Rubicam, Manila, where he led campaigns for major brands including SMART Telecom, Caltex, and Ford Philippines.
In 2017, Hernandez founded GIGIL Advertising Group Inc., which has since won over 180 local and global awards in just five years. GIGIL was named Campaign Philippines’ Independent Agency of the Year and Creative Agency of the Year in 2020. The agency was also recognized as the International Small Agency of the Year by Adage in 2021. Hernandez has spearheaded creative campaigns for renowned brands like 7-Eleven, Netflix, Jollibee, Levi’s, and Unilever through GIGIL.
Hernandez’s musical career is equally impressive. As a founding member, guitarist, and songwriter for Moonstar88, he contributed to the band’s four studio albums: Popcorn, Press to Play, Todo Combo, and This Year. One of the band’s most popular songs, “Migraine,” has accumulated over 100 million streams on Spotify. Hernandez is also a guitarist for 6cyclemind and participated in the production of their album Goodbye Sunday.
An active participant in the creative community, Hernandez is a member of organizations like the Creative Guild of the Philippines, IMMAP, and the Filipino Society of Composers, Authors, and Publishers, Inc. (FILSCAP), where he has served as an ambassador for the Hero Foundation.
Awards and Recognitions
Hernandez was recognized as “The Most Inspiring Talents of 2021” by Adweek’s Creative 100. He also earned the distinction of “40 Under 40” by Campaign Asia in 2020. His agency, GIGIL, was named “Creative Agency of the Year” by Campaign Asia in the same year. Under his leadership, GIGIL has garnered numerous nominations and awards at prestigious events such as Cannes, One Show, AWARD Awards, The Clios, ADFEST, APAC Effies, LIA, AD Stars, and Spikes Asia for its exceptional creativity and performance.
Personal Life
Herbert Hernandez currently resides in Manila, Philippines. He is married to Heidi Borja Hernandez, a beauty queen, makeup artist, and commercial model.