Herbert Hernandez, a renowned creative director and co-founder of the award-winning advertising agency GIGIL, has successfully balanced his career in advertising with his passion for music.
Growing up in a family that valued hard work and creativity, Herbert’s early life in the Philippines deeply influenced his dual careers in advertising and music. With a background in fine arts and a natural inclination towards creativity, Herbert Hernandez has become a significant figure in both the advertising world and the music industry. This interview offers a glimpse into Herbert Hernandez’s 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 wasn’t formally diagnosed with ADHD, I always felt like I had it. I just love doing everything. As a kid, I enjoyed the arts, sports, music, and even watching movies. Without the gadgets that kids have today, I turned to various activities to keep myself engaged. Over time, doing the arts became my primary outlet, which led me to pursue fine arts in college. Initially, I thought I’d follow a career in the arts until someone introduced me to advertising. The randomness of advertising appealed to me, and everything just clicked. 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 has always been an achiever, consistently being recognized as the top sales agent for an insurance company in the Philippines. She was also a community leader, active in our church and subdivision. From her, I learned the importance of giving back and not relying solely on oneself. My father, on the other hand, had a love for math, numbers, and analysis, which also influenced me. I’d say my mom’s drive and my dad’s analytical mindset shaped me into who 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 didn’t really doubt my career choice in music early on because I had a strong support system. My manager was my older brother, who ensured I could pursue music without compromising my studies. The only time I doubted my career path was when I began taking on leadership roles. in advertising. I considered leaving music behind to focus solely on advertising. Fortunately, I continued with music, as it complimented my work in advertising.
What is the toughest career decision you’ve had to make in the last few years?
The toughest, yet easiest, career decision was founding GIGIL. It was tough because of the financial uncertainties that came with a significant pay cut, especially with a family to support. But it was also the easiest decision because I had my band as a fallback. In GIGIL’s early days, the earnings from our band’s performances helped bridge the financial gap, allowing me to continue supporting my family. I truly believe God ensured my family wouldn’t struggle during those times.
What has been your most satisfying moment as an advertising creative director?
One of the most satisfying moments for me as an advertising creative director has been witnessing the growth and development within our team at GIGIL. Here, everyone is encouraged to learn from mistakes and bounce back, which has created a culture where meaningful contributions are recognized and celebrated. This environment has allowed us not only to raise the bar in terms of our achievements but also to lift the overall standard for everyone involved. Seeing our team continuously improve and succeed together is incredibly fulfilling.
What’s the next step in your career?
The next step is to help Filipino brands, talents, and communities succeed globally. I am very excited about exploring uncharted territories, collaborating with world-class Filipino talents, and opening multiple offices around the world, each with its own unique strengths and expertise.
Tell us about a project you’re currently working on.
There are two projects I’m particularly passionate about right now. The first is a project supporting a church using the metaverse. It’s fascinating to see how modern tools and technology can help religious institutions. The second project is The Indierectory, a platform we established a couple of years ago that gives employers access to a database of independent talents. This project is close to my heart, and I’m excited to see how it grows and continues to support even more independent talents.
What does your typical day look like, and how do you make it productive?
My typical day starts with a morning prayer to prepare myself for the day. This is followed by a cup of coffee before diving into a day filled with meetings, alignments, and presentations. Mornings are usually reserved for meetings with partners outside the Philippines, while afternoons are split between local team meetings and client presentations. Despite the hectic schedule, I ensure I have lunch and dinner with my family and end the day by playing Mobile Legends with my wife.
If you were to start again, what would you do differently?
If I could start again, I would take things slower and cherish my years as a junior creative. I rushed up the corporate ladder too quickly, taking on more obligations and responsibilities.
What advice would you give to someone interested in entering the advertising industry?
My advice is to enjoy the journey, despite the ups and downs. Don’t compare yourself to others; everyone’s journey is different. We each have our own stories to tell and paths to take. It’s important to stay true to yourself and your creative vision.
Final Thoughts
Thank you, Herbert Hernandez, for sharing your insights and experiences with us. Your journey in both advertising and music is inspiring, and we are excited to see how you will continue to innovate and make a global impact through your work with GIGIL and beyond. We wish you continued success in all your endeavors.
