Helping brands make meaningful, authentic connections with youth.
As Director of Media at Vice Media Group, a comScore-leading media publisher, Josh Weaver led a team of ten media strategists, who planned, activated, and reported out on display, video, and social campaigns – as well as award-winning branded content and interactive experiences – for an extensive client roster of major multinational brands, as well as medium-sized businesses.
Josh led the media strategy and execution for The Fifth Sense, a Chanel-branded content program created by i-D Magazine and VICE, which highlighted the intersection of female creativity and the evocative power of fragrance. Through a series of short films and multimedia pieces, the campaign celebrated how scent, particularly Chanel N°5, could inspire and fuel artistic expression across various creative disciplines. This year-long initiative increased Chanel’s purchase intent share among female millennials by 23% and garnered industry recognition, winning the Digiday Europe Award for both Best Use of Multimedia and Best Brand Partnership.
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.
Josh led the media strategy and execution for Dear Future, a collaborative campaign between Motherboard (VICE), CNET, and Microsoft. This series highlighted groundbreaking technological innovations and the individuals using technology to address significant global challenges like climate change, poverty, and social inequity. The campaign was designed to show how science fiction-like advances—such as brain-controlled computers, nuclear fusion, and DIY off-grid energy systems—are already shaping the future today. Through a combination of written articles and documentary videos, the campaign provided a glimpse into a future filled with technological possibilities.
Inspiring a global audience to envision a future driven by innovative technology for social good.
Webby Award Winner
The Dear Future campaign was widely praised for its innovative storytelling and its ability to inspire hope for technology's potential to create a better world. In 2018, it won a Webby Award for Science & Education, recognizing its impact on educating the public about how technology could address critical global issues.
Director of Media
- Directly managed a North American (New York, Los Angeles, and Toronto) team of ten (10) strategists, senior strategists and associate directors tasked with client development and management, as well as the conceptualization, sales planning and execution of brand activations and media campaigns across VICE’s award-winning online verticals, as well as VICELAND television.
- Oversaw the planning and execution of award-winning connections and media/content distribution strategies for VICE’s media and branded content partners. Oversaw strategic media direction with clients and strategic partners, as well as internal stakeholders.
- Reviewed and shepherded high-tier media investment allocations for major blue-chip brands, including but not limited to Delta Air Lines, Chanel, Colgate-Palmolive, Microsoft Corporation, Verizon, among many other
- Drove projects forward collaboratively across teams, as well as autonomous initiatives aimed at evolving internal processes, optimizing workflows, and other activities that directly relate to RFP conversion and post-sale campaign stewardship.
- Contributed to and evolved VICE’s value propositions related to brand and media executions. Participated in department and commercial organization task forces.
- Succinctly articulated VICE’s value propositions, as well as VICE’s perspectives on consumer segmentation, brand and channel strategy, media strategy, and tactics, both externally to major client partners, as well as internally to relevant commercial stakeholders, including but not limited to C-suite, i.e., CRO.
- Functioned as an industry leader and VICE evangelist at pertinent industry events. Delivered industry guidance to internal stakeholders and external parties alike.
- Served as an epicenter for escalation and issue resolution across VICE’s media strategy team. Respond to internal and external escalations, and deliver solutions for client concerns and internal hurdles.
“Honest, authentic storytelling necessitates an openness for inclusion and a hunger to discover and document the lives of those less visible in our world,” Weaver said. “Today’s youth represent a diversified clash of cultures, identities, and ways of life. Vice, as the voice of today’s new generations, has an obligation to represent and embody these generations and their every form.”
