"75 Years, Yours." is a spec 360 campaign concept developed for Church's Texas Chicken's 75th anniversary in 2027. The project demonstrates end-to-end creative direction of cultural strategy, art direction, copywriting, design systems, and AI-native production across three distinct deliverables that share a unified visual language and campaign platform.
Rather than celebrating a corporate milestone, the campaign hands the anniversary back to the Black and Latino communities whose decades of loyalty built Church's into a neighborhood institution across the American South. The platform, "75 Years, Yours." positions Church's not as a brand celebrating itself, but as a cultural institution recognizing the people who showed up first.
Retro Packaging System
The retro packaging system translates the campaign's cultural insight into physical brand touchpoints, with initial production focused on the 1977–1988 era. The era was one of the most visually distinct periods in Church's brand history and a direct reference point for the campaign's archival warmth aesthetic direction.
The 1977–1988 packaging mockups demonstrate the design language and system logic that governs the full collection: the relationship between era-specific typography, the brand's color evolution, and the vocabulary of each decade applied to functional packaging objects.
What's shown here is one chapter of a seven-chapter system, the same methodology scales directly across every era from the original 1952 hand-lettered signage through the teal star period of the early 1990s and into the contemporary rebrand, each with its own distinct visual treatment rooted in the brand's own archival record.
"75 Playlist" Experience
The "75 Playlist" is the campaign's interactive flagship, a fully built web experience tracing 75 years of Black and Latino cultural output through eight decade chapters, each with its own color palette, typography system, and editorial voice drawn from the brand's visual history.
Built in Google AI Studio through a structured AI-native workflow, the experience demonstrates the ability to concept, art direct, and produce a functional interactive deliverable at agency-level craft as an individual.
Each chapter features a typographic poster composition, curated song selections with editorial liner notes, a vinyl artifact callout, and a hover-reveal interaction. The playlist is the most direct demonstration of AI as a creative force multiplier, not a shortcut but a collaborator that expanded what was possible to produce alone.
Dickies x Church's Chicken Merch Collection
The Dickies x Church's collection is the campaign's fashion activation and its most culturally intentional deliverable. The collaboration is strategic rather than cosmetic. Dickies is a Fort Worth, Texas workwear brand with over a century of roots in working-class American culture, the same culture Church's was built inside and alongside.
Pairing the two brands for the 75th anniversary is a statement about shared DNA rather than a co-branding exercise. The collection is designed to function as a genuine limited drop, referencing specific eras of the Church's graphic archive while living credibly in contemporary streetwear contexts.
The collaboration demonstrates an understanding of how brands move in culture through partnership, choosing a collaborator whose existing equity amplifies the campaign's meaning rather than diluting it, and whose audience overlap creates earned media potential beyond what either brand could generate alone.
