How Herbert Hernandez and GIGIL Became a Creative Powerhouse

Most people believe they have to choose between their passions. GIGIL co-founder Herbert Hernandez never bought into that idea.

By day, he is an advertising executive at GIGIL, a Philippines-based firm known for its groundbreaking, award-winning campaigns. By night, Herbert Hernandez is a bona fide rock star, electrifying crowds as the lead guitarist for both Moonstar88—the band he started while in college at the University of Santo Tomas—and 6cyclemind, a group he has toured with since 2010. His hit song Migraine has been streamed more than 100 million times on Spotify, and his influence on OPM (Original Pilipino Music) remains undeniable.

But that’s only part of the picture.

Herbert Hernandez is also a devoted husband of more than 15 years, a father of three, an avid cyclist and runner, a traveler, and a man with a heart for passion projects that go beyond music and advertising. He somehow finds time to do it all—and with a humility that makes him even more likable.

Life, he says, is all about trusting God’s plan.

“I’d love to say I manage my life with perfect time management, but that wouldn’t be true,” he admits. “What makes it possible is constantly seeking guidance from above. It’s not time management—it’s God’s management. I’ve learned to do my best with what I can control and trust Him to take care of the rest.”

GIGIL’s Herbert Hernandez Embraces His Uniqueness 

Hernandez says he’s always been different. 

Growing up, he was constantly in motion—whether it was playing sports, sketching, listening to music, or watching films. He thrived in creativity and variety, unknowingly shaping the foundation for his future as both a celebrated musician and an award-winning advertising creative director.

His parents played instrumental roles in his life. 

“My mother has always been an achiever,” Hernandez shared in a recent interview. “I grew up seeing her go up the stage to receive recognition as the top sales agent for an insurance company in the Philippines. She was also very active in our community. She was a leader in our church and subdivision and that’s something I picked up along the way.” 

Hernandez says his mother also led him in other ways.

“She also taught me to give back when we’re blessed and to never rely on yourself alone. So I learned to just do my best and let God take care of the rest. I think that’s also the reason why I’m very resilient.” 

His father, on the other hand, instilled in him a love for numbers, logic and analysis. The balance between his mother’s proactive, hands-on approach to life and his father’s analytical mindset helped shape the way Hernandez approaches challenges—both creatively and strategically.

“So I’d say my mom being a doer and my dad being a thinker shaped me to become who I am now,” Hernandez reflects. 

His passion for art led him to advertising, where he found an industry that mirrored his love for creativity. It wasn’t a traditional route, but Hernandez knew immediately it was the right one. “Someone introduced me to advertising, and I just immediately fell in love. The randomness of advertising suited me, and everything just felt natural. Years later, I’m still here.”

Building GIGIL and Shaking Up Advertising

Herbert Hernandez co-founded GIGIL in 2017 with the goal of reshaping the advertising industry. Instead of playing it safe, the agency quickly became known for its unconventional campaigns, often pushing boundaries and delivering fresh, unpredictable creative work.

In 2020, GIGIL was recognized as the Philippines’ Independent Agency of the Year. It went on to win major awards at Cannes, the APAC Effies and Clio, cementing its reputation as a powerhouse in the industry.

Hernandez’s contributions to the creative world have earned him spots on Campaign’s “40 Under 40” and Adweek’s “Creative 100.

“We always ask ourselves—how can we make something memorable? If an ad feels like an ad, people will ignore it,” Hernandez says. “But if it surprises them, entertains them or makes them feel something real, it works.”

The agency’s signature campaigns often lean into humor and bold storytelling, ensuring they stand out in an oversaturated market. Hernandez believes advertising should be as engaging as the content people actively seek out.

Herbert Hernandez Says Taking Risks Is The Key To Success

Leading a top creative agency while maintaining a successful music career has given Hernandez a unique perspective on creativity and leadership. He emphasizes the importance of collaboration, adaptability and never losing sight of the bigger picture.

“You’re only as good as your client,” Hernandez said. “Great clients inspire great work, and great work attracts more great clients. It’s a cycle of trust and collaboration.”

One of the biggest lessons he has learned? Knowing when to take risks and when to be strategic.

“We once had an idea for a campaign featuring a celebrity, but when she declined, we pivoted,” Hernandez said. “Instead of scrapping the idea, we used a celebrity impersonator and made a joke out of it. It worked because we leaned into the truth—we couldn’t afford her, so we got the next best thing. People appreciated the honesty, and the campaign went viral.”

The Future of Creativity: Technology and Innovation

As the industry evolves, Hernandez remains excited about the future of creativity. He sees artificial intelligence and other emerging technologies not as threats but as tools that enhance human potential.

“We’re living in the golden age of creativity,” he said. “AI, Web 3.0 and other innovations are just better tools to help us create. The core of creativity still lies with humans—technology just makes our processes faster and more efficient.”

He draws parallels to how the music industry initially resisted streaming services but eventually embraced them.

“Fear of change is normal. But the key is to evolve with the times.”

GIGIL’s Herbert Hernandez Defines Success on His Own Terms

Despite all his accolades—winning global advertising awards, having a song streamed millions of times and being recognized on prestigious industry lists—Hernandez measures success differently.

“For me, success is delivering results,” he said. “Sure, awards are nice. But one of the best moments for me was when students came up to me—not because they knew me from my band, but because they admired the work we did at GIGIL. That’s impact.”

He also believes that staying inspired means looking beyond advertising and music.

“I observe life outside of work—what my kids watch, how people interact, trends in politics or culture. That’s where the best ideas come from.”

Herbert Hernandez: ‘I See My Work As A Gift’ 

While talent and hard work have played a significant role in his success, Hernandez is quick to point to his faith as the foundation of everything he has built.

“I don’t believe in coincidences,” he said. “Everything happens for a reason. As long as you do your best, God will take care of the rest.”

His faith keeps him grounded, even when navigating the pressures of running a business and performing in front of thousands of people.

“I see my work as a gift, and I want to use it well,” Hernandez said. “Whether it’s creating an ad that makes people laugh or writing a song that helps someone through a tough time—it’s all meaningful.”

For those hoping to follow in his footsteps, Hernandez offers simple but profound advice: “Stay passionate. Stay curious. And above all, trust God’s timing. Everything will fall into place.”