Chanel: The Fifth Sense

At Vice Media Group, 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 year-long campaign helped increase Chanel’s consideration share among female millennials by 21%. The campaign also won the Digiday Europe Award for Best Use of Multimedia and Best Brand Partnership.

Fragrance is immaterial, invisible, intangible, and 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.”