"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 own visual history.
Each chapter features a full typographic poster composition, curated song selections that play via the Apple Music API with editorial liner notes, and a hover-reveal interaction that surfaces the cultural context behind each selection. The experience is designed to feel less like a web app and more like a piece of the campaign itself — warm, textured, and editorially intentional from the first chapter to the last.
Built in Google AI Studio through a structured, iterative AI-native workflow, the playlist demonstrates the ability to concept, art direct, and produce a functional interactive deliverable; compressing the distance between strategic idea and working prototype without sacrificing the specificity of vision that separates designed work from generated output.
Dickies x Church's Chicken
