Elevating female empowerment through the creative lens of scent.
As the lead on media strategy and execution for the Chanel x i-D The Fifth Sense campaign, Josh spearheaded an initiative that redefined how Chanel connected with its audience. By placing female creativity at the forefront, Josh worked closely with creative teams to activate a series of compelling stories that intertwined the iconic essence of Chanel N°5 with groundbreaking artistic expression.
At VICE Media, Josh led media strategy and execution for The Fifth Sense, a Chanel-branded content program, celebrating female creativity and the extraordinary embodiment of the power of fragrance in the creative process. The campaign won the Digiday Europe Award for Best Use of Multimedia and Best Brand Partnership in 2017.
Connecting legacy luxury to a new cohort of young consumers.
+23% purchase intent
Josh led media strategy and activation for Chanel’s 2017 partnership with i-D. The campaign increased brand purchase intent for the iconic label by 23 percent among its target demographic.
Fragrance is immaterial, invisible, intangible, and of course, entirely personal.
“The Fifth Sense aims to capture and communicate the expression of fragrance by inviting women to use it as a catalyst for self-expression and creativity. The Fifth Sense commissioned six multi-disciplinary artistic works from the most exciting female creative talent from around the world, and not only captured and communicated the expression of fragrance through their work, but also offered a deeper look into the minds of these talents and the role that the senses play within their process.”
Expanding Reach, Amplifying Impact
The Fifth Sense revolutionized how fragrance is communicated across global markets, generating 25 million video views and increasing purchase intent by 23%. With wide distribution across major platforms like BBC, TimeOut, and Elle, the campaign reached a diverse audience, making it a benchmark for multi-channel performance. By combining editorial content, interactive experiences, and cutting-edge digital storytelling, The Fifth Sense not only drove engagement but also established a new cultural standard for the fragrance industry.