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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 had a major influence on his dual careers in advertising and music. With a background in visual arts and a natural inclination towards creativity, Herbert Hernández has become an important 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 a creative director of advertising?
Even though I wasn’t formally diagnosed with ADHD, I always felt like I had it. I just enjoy doing everything. As a child I enjoyed art, sports, music and even watching movies. Without the gadgets that kids have these days, I’ve turned to different activities to keep myself busy. Over time, art became my main outlet, which led me to study fine arts in college. Initially, I thought I would pursue a career in art until someone introduced me to advertising. The randomness of advertising appealed to me, and everything clicked. Years later, I’m still here, fully immersed in the creative world.
Tell us about your upbringing and how it has influenced your life and career.
My mother has always been an achiever and is consistently recognized as the best 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 how important it is to give something back and not just rely on yourself. My father, on the other hand, had a love for math, numbers and analysis, which also influenced me. I would say my mother’s drive and my father’s analytical mindset shaped me into who I am today.
When you started in music, was there ever a moment when you doubted your career choice? If so, how did you approach that?
I didn’t really question my career choice in music early on because I had a strong support system. My manager was my older brother, who made sure I could study music without compromising my studies. The only time I doubted my career path was when I started taking on leadership roles. in advertising. I considered leaving music behind and focusing solely on advertising. Fortunately, I continued with music because it complemented my work in advertising.
What is the most difficult career decision you have had to make in recent years?
The most difficult 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 tire as a spare. In the early days of GIGIL, income from our band’s performances helped bridge the financial gap, allowing me to continue supporting my family. I truly believe that God kept my family from getting into trouble during that time.
What has been your most satisfying moment as a creative director for advertising?
One of the most satisfying moments for me as a creative director for advertising has been witnessing the growth and development within our team at GIGIL. Here, everyone is encouraged to learn from mistakes and bounce back, creating a culture where meaningful contributions are recognized and celebrated. This environment has not only allowed us to raise the bar in terms of our performance, but also to raise the overall standard for everyone involved. It is incredibly satisfying to see our team continually improve and be successful together.
What is the next step in your career?
The next step is to help Filipino brands, talents and communities achieve global success. 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 are currently working on.
There are two projects I’m particularly excited about at the moment. The first is a project to support a church that uses 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 founded a few years ago that gives employers access to a database of independent talent. This project is close to my heart and I’m excited to see it grow and continue to support even more independent talent.
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 you dive into a day full of meetings, coordination and presentations. Mornings are typically reserved for meetings with partners outside the Philippines, while afternoons are divided between local team meetings and client presentations. Despite the hectic schedule, I make sure to have lunch and dinner with my family and end the day playing Mobile Legends with my wife.
If you were starting over, what would you do differently?
If I could start over, I would slow down and cherish my years as a junior creatively. I climbed the corporate ladder too quickly and took on more and more obligations and responsibilities.
What advice would you give to someone interested in the advertising industry?
My advice is: enjoy the journey, despite the ups and downs. Don’t compare yourself to others; everyone’s journey is different. We all have our own stories to tell and paths to walk. It’s important to stay true to yourself and your creative vision.
Final thoughts
Thank you, Herbert Hernándezfor sharing your insights and experiences with us. Your journey in both advertising and music is inspiring, and we’re excited to see how you will continue to innovate and make a global impact through your work with GIGIL and beyond. We wish you the best of luck in all your endeavors.