Ideas first. Craft always.
Hello. I’m José “Hache” Hernández.
For more than twenty years, I’ve been building brands through ideas.
Over the past two decades, I’ve worked across the Mexican, U.S. Hispanic, and U.S. general markets. Living and working in Mexico City, Austin, Kansas City, Miami, and Chicago has shaped the way I think about people, culture, creativity, and business.
I’ve had the opportunity to work across global agency networks, multicultural agencies, and independent creative companies, experiences that taught me how different teams, cultures, and businesses solve problems in different ways, while reinforcing the same belief: great ideas always come first.
Along the way, the work has been recognized with more than 100 international awards, including 5 Cannes Lions, earned across both Mexico and the United States.
Today, I lead creative teams the same way I approach every brief: with curiosity, high standards, and the belief that the best work is always a team effort.
I’m always looking for the next great idea, and the right people to build it with.
At a glance
20+ Years
3 Markets
100+ Awards
Experience
Bakery
Executive Creative Director
Helped strengthen Bakery's creative product and processes. Led work for Dulce Vida Tequila, Sendero, Best Day Brewing, and Tree Hut, including Bakery's first Super Bowl campaign.
Leo Burnett
VP Creative Director
Led creative for Bank of America, one of Leo Burnett's largest and most complex businesses. After helping win Miller Lite through new business, led integrated campaigns across film, digital, social and brand experiences.
Leo Burnett
Creative Director
Developed integrated campaigns for Bank of America while helping win Miller Lite and Tillamook through new business.
VMLY&R (Miami)
Creative Director
Led creative for Wendy's LATAM while developing work for Mazda and helping win Chelsea FC and GenSea through new business.
VMLY&R (Kansas City)
Creative Director
Led Frigidaire, one of VML's largest accounts, developing integrated campaigns across film, digital and experiential. Helped win SKYY Vodka through new business, then led integrated campaigns for the brand.
LatinWorks
Creative Director
Led integrated campaigns for Budweiser, Bud Light, Music Has No Enemies, Lowe's, Jack Daniel's and Cine Las Americas, creating culturally driven work for U.S. Hispanic audiences.
DDB México
Creative Director
Led creative for Volkswagen, Terra, Reebok, Henkel and McDonald's, creating internationally recognized work, including a Cannes Lion and a Clio Award.
DDB México
Senior Art Director
Expanded my role beyond art direction by leading ideas, film production and mentoring junior creatives before being promoted to Creative Director.
JWT México
Senior Art Director
Led art direction for Ford, strengthening my experience in automotive advertising, film production and visual storytelling while mentoring my first junior creative.
Lowe México
Junior Art Director
Built a foundation in art direction and craft while contributing to campaigns for Renault, MetLife, Rexona, Sol Beer and Papalote Children's Museum.
Recognition
100+ International Awards
5× Cannes Lions
One Show Gold Pencil
Clio Awards
FIAP Grand Prix
El Ojo de Iberoamérica
New York Festivals
Wave
Círculo Creativo Mexicano Grand Prix
Featured In
Adage
Adweek
Campaign
Lürzer's Archive
Adlatina
LatinSpots
Shots
AdForum
Coloribus
Featured In
The first winner of the Radio Grand Prix at FIAP in the history of advertising for the U.S. Hispanic market.