Herbert Hernandez, an acclaimed creative director and co-founder of the award-winning advertising agency GIGIL, has masterfully balanced his passion for advertising with his love for music.
Growing up in the Philippines in a family that valued hard work and creativity, Herbert’s upbringing played a significant role in shaping his dual careers in advertising and music. With a background in fine arts and a natural creative flair, he has established himself as a key figure in both industries. In this interview, Herbert Hernandez shares his thoughts on his career, the challenges he has faced, and his vision for the future of GIGIL and his music.
What inspired you to become an advertising creative director?
Though I was never officially diagnosed with ADHD, I always felt like I had it. I loved doing everything—arts, sports, music, and even movies. Without the digital distractions that kids have today, I explored various activities to keep myself engaged. Over time, art became my main outlet, leading me to pursue fine arts in college. Initially, I envisioned a career in the arts, but my path shifted when I discovered advertising. The unpredictable and dynamic nature of advertising intrigued me, and everything just fell into place. Years later, I’m still here, fully immersed in the creative world.
Tell us about your upbringing and how that impacted your life and career.
My mother was a high achiever, consistently recognized as the top sales agent for an insurance company in the Philippines. She was also a community leader, actively involved in our church and neighborhood. From her, I learned the value of giving back and not relying solely on oneself. My father, on the other hand, had a passion for math, numbers, and analysis, which also influenced me. I believe my mom’s drive and my dad’s analytical thinking played a crucial role in shaping the person I am today.
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 really doubted my decision to pursue music early on because I had a strong support system. My older brother, who was my manager, ensured I could focus on music without sacrificing my studies. The only time I questioned my career choices was when I took on leadership roles in advertising. At one point, I considered leaving music behind to focus solely on my advertising career. Thankfully, I continued with music, as it complemented my work in advertising.
What is the toughest career decision you’ve had to make in the last few years?
The toughest yet easiest decision was founding GIGIL. It was tough because of the financial uncertainty—it meant taking a significant pay cut while supporting my family. But at the same time, it was the easiest decision because I had my band as a fallback. In GIGIL’s early days, the income from our band’s performances helped fill financial gaps, ensuring that my family never struggled. I truly believe that God provided for us during those challenging times.
What has been your most satisfying moment as an advertising creative director?
One of my most fulfilling moments as a creative director has been witnessing the growth of our team at GIGIL. We foster a culture where people learn from mistakes and bounce back stronger, creating an environment where meaningful contributions are recognized and celebrated. This has helped us not only raise the bar in our achievements but also uplift the entire team. Seeing my colleagues thrive and succeed together is incredibly rewarding.
What’s the next step in your career?
My next goal is to help Filipino brands, talents, and communities gain global recognition. I’m excited to explore new opportunities, collaborate with world-class Filipino talents, and establish multiple offices worldwide, each with its own strengths and expertise.
Tell us about a project you’re currently working on.
I’m currently working on two exciting projects. The first is a metaverse-based initiative to support a church, exploring how modern technology can help religious institutions engage with people. The second is The Indierectory, a platform we launched a few years ago to connect employers with independent talents. This project is particularly close to my heart, and I’m eager to see how it evolves to support even more creatives.
What does your typical day look like, and how do you make it productive?
My day starts with a morning prayer to set the tone, followed by a cup of coffee. Mornings are usually packed with meetings involving international partners, while afternoons are dedicated to local team discussions and client presentations. Despite my busy schedule, I always make time for lunch and dinner with my family. I also unwind by playing Mobile Legends with my wife at the end of the day.
If you were to start again, what would you do differently?
If I had the chance to start over, I would slow down and fully embrace my years as a junior creative. I rushed up the corporate ladder too quickly, taking on more responsibilities than I needed to at the time.
What advice would you give to someone interested in entering the advertising industry?
My advice is to enjoy the journey, despite the highs and lows. Don’t compare yourself to others—everyone has their own path. Focus on your own story and stay true to your creative vision.
Final Thoughts
Thank you, Herbert Hernandez, for sharing your insights and experiences. Your journey in both advertising and music is truly inspiring. We look forward to seeing how you continue to innovate and make a global impact through GIGIL and beyond. Wishing you continued success in all your endeavors!
