Herbert Hernandez – GIGIL Agency Founder Shares His Journey as a Visionary Creative Leader and Musician

Herbert Hernandez - GIGIL Agency Founder Discusses His Journey as a Visionary  Creative Leader and Musician

Herbert Hernandez, a celebrated creative director and co-founder of the award-winning GIGIL advertising agency, has masterfully combined his passion for music with a thriving career in advertising.

Growing up in a creative and hardworking environment in the Philippines, Herbert’s upbringing deeply shaped his dual paths in advertising and music. With a fine arts background and a natural creative flair, he has become a notable figure in both industries. In this interview, Herbert Hernandez shares insights into his career, the challenges he has overcome, and his vision for the future of GIGIL and his musical pursuits.

What inspired you to become an advertising creative director?
“I’ve always felt like I had ADHD, though I was never formally diagnosed. I loved doing everything—arts, sports, music, and movies kept me engaged as a kid. Without the gadgets kids have today, I turned to creative activities. Art became my main outlet, leading me to study fine arts in college. Initially, I thought I’d pursue a career in arts until advertising came into the picture. The unpredictability of advertising clicked with me, and years later, I’m still fully immersed in this dynamic world.”

Tell us about your upbringing and how that impacted your life and career.
“My mother was a top-performing insurance agent and a dedicated community leader, teaching me the importance of giving back and working hard. My father, on the other hand, loved math and analysis. From them, I gained a mix of drive, creativity, and an analytical approach, which continue to guide me in my career and personal life.”

When you were starting out in music, was there ever a time you doubted your career choice? If so, how did you handle that?
“I never doubted my music career early on because I had a strong support system, including my older brother, who managed me. The only time I questioned my path was when I took on leadership roles in advertising and considered leaving music. Thankfully, I stuck with both, as music complemented my advertising career beautifully.”

What is the toughest career decision you’ve had to make in the last few years?
“Founding GIGIL was the toughest yet easiest decision. It was tough due to financial uncertainties and a pay cut, especially with a family to support. But it was also easy because I had my band as a fallback. During GIGIL’s early days, our band’s income helped bridge the gap, ensuring my family’s stability. I truly believe God made sure we didn’t struggle during those times.”

What has been your most satisfying moment as an advertising creative director?
“One of the most fulfilling moments has been witnessing the growth of our team at GIGIL. We’ve built a culture of learning from mistakes and celebrating contributions, which has raised the bar for everyone involved. Seeing our team continuously excel and achieve together is incredibly rewarding.”

What’s the next step in your career?
“I aim to help Filipino brands, talents, and communities thrive globally. I’m excited to explore uncharted territories, collaborate with world-class Filipino talents, and establish offices worldwide, each with unique expertise.”

Tell us about a project you’re currently working on.
“I’m passionate about two projects right now. The first is supporting a church through the metaverse, showing how modern technology can enhance religious initiatives. The second is The Indierectory, a platform we launched to connect employers with independent talents. It’s a project close to my heart, and I’m eager to see how it grows.”

What does your typical day look like, and how do you make it productive?
“My day starts with a morning prayer and coffee. Mornings are for international meetings, while afternoons are for local team alignments and client presentations. Despite my busy schedule, I prioritize family meals and end the day playing Mobile Legends with my wife.”

If you were to start again, what would you do differently?
“I would take things slower and enjoy my years as a junior creative. I climbed the corporate ladder too quickly, taking on responsibilities that left little time to savor the early stages of my career.”

What advice would you give to someone interested in entering the advertising industry?
“My advice is to enjoy the journey, embrace its highs and lows, and avoid comparing yourself to others. Everyone’s path is unique, so stay true to your story and creative vision.”

Final Thoughts
Thank you, Herbert Hernandez, for sharing your inspiring journey in advertising and music. Your dedication to creativity and innovation continues to pave the way for meaningful impact, both locally and globally. We wish you continued success with GIGIL and beyond.

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