The multi-talented Herbert Hernandez leads with creativity both as a musician, playing a key role in the Filipino music scene, and as the co-founder of the award-winning advertising agency GIGIL.

When his day at the agency is done, he switches roles to play guitar for the nationally renowned Filipino bands 6cyclemind and Moonstar88. In fact, he composed one of The Philippines' most-streamed songs, 'Migraine,' which has scored 90 million plays, and counting.

Blending his passion for music with an impressive career in advertising comes naturally to Hernandez, as creativity is the key to both fields.

On the ad side, GIGIL was only founded in 2017, but the team that was assembled by Herbert Hernandez and partner Badong Abesamis has garnered major recognition since then, including racking up over 180 awards in their short tenure. In 2020, Campaign Philippines named GIGIL the Independent Agency of the Year and the Creative Agency of the Year. In 2021, Ad Age named GIGIL Advertising Group Inc. the International Small Agency of the Year.

GIGIL may have started small, but has grown into a full-service advertising agency, offering services such as media strategy and buying, events management, public relations, and new creative tech like filter creation, extended reality, 3D billboards, and several others. Hernandez and Abesamis take their hiring process very seriously, looking not just for talented individuals, but also those that are willing to work hard and are “good people,” which they consider a highly underrated prerequisite.

Hernandez has been named by regional publication Campaign to its list of “40 Under 40,” celebrating his achievements as an up-and-coming leader in marketing.

GIGIL Managing Partner Jake Yrastorza hopes that GIGIL can rise to a Top 10 advertising agency worldwide, bringing one of Hernandez’s biggest dreams to life.

Hernandez may have a unique talent for the visual arts, but he is surrounded by many Filipinos with a range of talents and skills. In fact, he founded The Indierectory to give ad independents a platform to showcase their work. The directory is available to hiring agencies and companies -  For account managers, art directors, copywriters, film directors, illustrators, motion graphics designers, music and radio producers, photographers, production designers, strategists and planners, video editors, web developers, and others.

Hernandez is always looking for ways to collaborate with Filipino brands, talents, and communities. With GIGIL offices opening in Toronto, New York, and Los Angeles, and a metaverse division, called Metama, already taking clients, Herbert Hernandez and GIGIL are poised to show the world that the Philippines is on par with advertisers on every continent.

The Path to Creative Success

Hernandez knew from a young age that the visual arts and advertising were where he wanted to be. He graduated magna cum laude and first in his Advertising class from the University of Santo Tomas before getting his first advertising job at JWT Manila.

He followed a steady trajectory from Art Director to Creative Director to Executive Creative Director, as he moved from JWT to DM9 to Young & Rubicam. It was at Y&R that he and Abesamis connected, and decided to start their own agency.

Hernandez has always had strong role models. He credits his parents with making him resilient, analytical, and proactive. While he prioritized his education, at the same time, he pursued his varied interests. 

Hernandez says that mentorship has played a significant role in shaping his career. “I’ve been involved in mentoring roles from a young age. In high school, I was the president of the Student Council, and in college, I continued to manage and lead teams, gaining essential leadership experience. These early experiences taught me responsibility and how to guide others, which have been invaluable throughout my career.”

 On the flip side, he adds, being a mentee also shaped him. “I was fortunate to have senior mentors during my college years who shared their expertise and industry experiences with me. This guidance and support became a solid foundation, especially when I transitioned into the recording industry.”

Finding Creative Inspiration

Staying creative in such a dynamic industry requires being open to new experiences and constantly seeking inspiration, Hernandez notes. “I often remind myself that I’m a lifelong learner. Creativity thrives on inspiration, so I expose myself to beautiful and creative things. The quality of what you create is influenced by the quality of what you consume. Playing in a band also plays a big role in my creative process.”

He also notes that performing gigs in different locations exposes him to various mindsets and subcultures, which enriches his creative wellspring. He also counts as keys to inspiration, visiting museums, and listening to new music. “This allows me to gather fresh perspectives, which often fuel my work. In an industry as fast-paced and ever-changing as this, keeping an open mind and constantly looking for new sources of inspiration is crucial to staying ahead,” he says.

Taking creative risks can lead to growth and unanticipated opportunities Hernandez says, recalling an experience in his music career.

“I began my career in the music industry as an instrumentalist. Initially, I tried songwriting for our band Moonstar88’s first album, but those attempts were cringe-worthy. However, I didn’t give up. I took songwriting more seriously for our second album, which led to me becoming the chief writer for our band. This risk of embracing songwriting has been rewarding and an integral part of my journey in the music industry. Writing songs became a way for me to express ideas that I couldn’t articulate as a musician alone, and it eventually opened new doors for me, both within and beyond the band.”

Through his work in advertising and music, Herbert Hernandez continues to inspire and innovate. His journey is a testament to the power of mentorship, continuous learning, and the courage to take creative risks. As he continues to expand his influence, his story offers valuable insights and inspiration to those aspiring to make a mark in creative fields