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, a platform for independent advertising ideas. With over two decades of industry experience, Hernandez has earned multiple awards and recognitions, including being named in “40 Under 40” by Campaign Asia and listed among “The Most Inspiring Talents of 2021” by Adweek’s Creative 100.
Beyond advertising, Herbert Hernandez is also an acclaimed guitarist, having played for well-known Filipino bands 6cyclemind and Moonstar88. He is the composer behind one of the country’s most-streamed songs, “Migraine,” 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 musical journey began at the age of nine when his older brother, Darwin Hernandez, taught him how to play the guitar.
During high school, Hernandez represented Rizal in the Math Olympiad and served as president of St. Matthew’s Academy’s student council. He also earned several prestigious awards, including the Gerry Roxas Leadership Award and the Juan Luna Award for Outstanding Artist of the Batch. His leadership continued into college, where he was elected president of the College of Fine Arts and Design’s student council at the University of Santo Tomas (UST).
In 1999, while still a student, Hernandez co-founded the band Moonstar88. By 2002, he graduated with honors from UST, earning a Bachelor of Fine Arts in Advertising. His academic excellence was recognized with the UST Rector’s Award and the UST Quezon Leadership Award. In 2001, he also received the San Mateo Rizal Youth Achievement Award.
Career
Advertising and Creative Industry
After graduating, Herbert Hernandez built a successful career in advertising, holding various roles in top agencies.
- J. Walter Thompson Manila (2003–2006) – Started as an Art Director, working on marketing materials for Red Horse Musiklaban, Ford, and Lipton.
- DM9JaymeSyfu (2006–2012) – Served as Creative Director, spearheading campaigns for Tanduay Ice, Smart Telecom, and the Department of Health.
- Young & Rubicam, Manila (2012–2017) – As Executive Creative Director, he managed projects for major brands like SMART Telecom, Caltex, and Ford Philippines.
In 2017, Hernandez launched GIGIL Advertising Group Inc., which quickly rose to prominence, winning over 180 local and international awards within five years. The agency was recognized as “Campaign Philippines Independent Agency of the Year” and “Creative Agency of the Year” (2020). In 2021, AdAge named GIGIL “International Small Agency of the Year.” Under his leadership, the company has produced high-impact campaigns for Netflix, Jollibee, 7-Eleven, Levi’s, and Unilever.
He also co-founded Indierectory, a platform dedicated to supporting independent advertising ideas.
Music Career
Herbert Hernandez has left a lasting mark in the Filipino music industry as a guitarist, songwriter, and producer.
- Moonstar88 – As a founding member, Hernandez contributed to four studio albums: Popcorn, Press to Play, Todo Combo, and This Year. The band’s hit song, “Migraine,” has surpassed 100 million streams on Spotify.
- 6cyclemind – Joined the band as a guitarist, playing a key role in its success and contributing to the production of the album “Goodbye Sunday.”
In addition to his creative pursuits, Hernandez is actively involved in various industry organizations, including:
- Creative Guild of the Philippines
- IMMAP (Internet & Mobile Marketing Association of the Philippines)
- FILSCAP (Filipino Society of Composers, Authors, and Publishers, Inc.)
As a Hero Foundation ambassador, he supports initiatives that provide assistance to the 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: “Creative Agency of the Year” by Campaign Asia (2020)
- Multiple nominations and awards at:
- Cannes Lions
- One Show
- AWARD Awards
- The Clios
- ADFEST
- APAC Effies
- LIA (London International Awards)
- AD Stars
- Spikes Asia
These recognitions highlight his creative excellence and influence in both advertising and music.
Personal Life
Herbert Hernandez currently resides in Manila, Philippines, with his wife, Heidi Borja Hernandez, a beauty queen, makeup artist, and commercial model.
