Herbert Hernandez, a distinguished creative director and co-founder of the award-winning advertising agency GIGIL, has successfully merged his expertise in advertising with his deep passion for music.
Growing up in the Philippines in a household that valued creativity and hard work, Herbert’s upbringing significantly shaped his dual careers in advertising and music. With a fine arts background and a natural inclination toward innovation, he has established himself as a key figure in both industries. In this interview, he shares insights into his career, the challenges he has overcome, and his vision for the future of GIGIL and his music.
What inspired you to become an advertising creative director?
Although I was never formally diagnosed with ADHD, I have always felt like I had it. I enjoy doing multiple things at once. As a child, I was drawn to the arts, sports, music, and films. Without the digital distractions kids have today, I engaged in various activities to keep myself occupied. Over time, my interest in the arts became my main creative outlet, leading me to pursue fine arts in college. Initially, I imagined a career in the arts until someone introduced me to advertising. The unpredictability of advertising intrigued me, and everything fell into place. Years later, I’m still here, fully immersed in the creative field.
Tell us about your upbringing and how it influenced your career.
My mother was a top-performing insurance sales agent in the Philippines and an active community leader in our church and neighborhood. From her, I learned the importance of giving back and not relying solely on myself. My father, on the other hand, had a passion for numbers and analysis, which also influenced my way of thinking. I believe my mom’s drive and my dad’s analytical approach shaped the person I am today.
When you were starting in music, did you ever question your career path? How did you handle it?
In the early stages of my music career, I never doubted my path because I had a strong support system. My older brother, who also managed me, ensured I could pursue music without sacrificing my studies. The only time I questioned my career direction was when I started taking on leadership roles in advertising. I contemplated leaving music behind to focus entirely on advertising. Thankfully, I decided to continue, as music complemented my work in advertising rather than conflicting with it.
What has been the most difficult career decision you’ve made in recent years?
The toughest yet most rewarding decision was starting GIGIL. The uncertainty of a significant pay cut while having a family to support made it a difficult choice. However, it was also an easy decision because my band provided financial stability. During GIGIL’s early days, our band’s performances helped cover expenses, allowing me to support my family without financial strain. I truly believe that divine intervention ensured we never struggled during that period.
What has been your most fulfilling moment as an advertising creative director?
One of the most rewarding aspects of my role at GIGIL has been witnessing the growth and development of our team. Our culture encourages learning from mistakes and bouncing back, fostering an environment where valuable contributions are recognized and celebrated. This approach has not only elevated our achievements but has also raised industry standards. Seeing our team consistently improve and succeed together is incredibly fulfilling.
What’s next for your career?
My next goal is to elevate Filipino brands, talents, and communities onto the global stage. I’m eager to explore new markets, collaborate with world-class Filipino creatives, and establish multiple international offices—each bringing its own unique strengths and expertise to the table.
Can you tell us about a project you’re currently passionate about?
I’m currently working on two projects that excite me. The first involves leveraging the metaverse to support a church, exploring how technology can assist religious institutions in engaging with their communities. The second is The Indierectory, a platform we launched to connect employers with independent creative talents. This initiative is especially close to my heart, and I’m thrilled to see how it continues to grow and empower more independent professionals.
What does a typical day look like for you, and how do you stay productive?
My day begins with a morning prayer to set the tone for the day, followed by a cup of coffee before diving into meetings, alignments, and presentations. Mornings are usually dedicated to discussions with international partners, while afternoons are filled with internal team meetings and client presentations. Despite my busy schedule, I prioritize having lunch and dinner with my family. I also wind down by playing Mobile Legends with my wife at the end of the day.
If you had the chance to start over, what would you do differently?
I would slow down and appreciate my early years as a junior creative. I climbed the corporate ladder quickly, taking on additional responsibilities early on. If I could do it again, I’d take more time to enjoy the learning phase.
What advice would you give to someone aspiring to enter the advertising industry?
Enjoy the journey, no matter the challenges. Avoid comparing yourself to others—everyone’s path is unique. Each of us has our own story to tell and our own creative direction to follow. The key is to stay true to yourself and your artistic vision.
Final Thoughts
Thank you, Herbert Hernandez, for sharing your experiences and insights. Your journey in both advertising and music is truly inspiring, and we look forward to seeing how you continue to innovate and make an impact globally through your work with GIGIL and beyond. Wishing you continued success in all your endeavors.