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There is a chicken war going on where quick-serve restaurants are going head to head with their Crispy Chicken Sandwiches and McDonald's decided to step in the ring by making their own. 
But when you're late to the game, you have to earn the hype. So, we took a page from streetwear and dropped the most sought-after hoodie in the chicken game by collaborating with the most sought-after producer, Tay Keith.

Pringles was engineered to be a better chip.

But why compete against other chips when you can take on the real thing?

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We also made a special edition vinyl that has a never-released beat produced by Tay Keith that was included with the hoodie - making the drop even more exclusive.
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We created a streetwear inspired micro-site for the fans to purchase the drop.
The day of the launch, StockX and eBay blew up with people trying to re-sell the limited-edition drop.
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ROI 3900%
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Here were some of the initial design concepts that didn't go through but nonetheless deserve to be on stage.
CHKN Drop
Role: Concept, Art Director, & Designer
Copy: Alicia D'Agostino
Directors: Vincent Patton & Ananta Prayitno