A new animated extravaganza marks Above+Beyond’s first work for PROPERCHIPS since winning the B-Corp certified company’s account in March 2021.

The bright and bold 60-second film called ‘Done Properly’ sees a flying cowboy, Alan, guiding us through the journey of the production of a lentil chip.

Above+Beyond has created a new brand platform for the snack manufacturer, best known for its PROPERCORN product. The agency’s first work is the launch of PROPER’s lentil chips, with a memorable film that brings to life an architect, a surfing cowboy and a psychedelic lizard, showing us the effort that PROPER have put into their chip, from start to finish.

Nearly 20 different artists contributed to the creation of the film, coming together in stunning stop motion animation. The final piece was directed by Jack Brown, who recently created the ‘Save Your Tears’ music video for The Weeknd featuring Ariana Grande.

Becky Akers, creative director at PROPER, said: "We put so much passion, care and craft into PROPERCHIPS. This seriously playful animation tells our amazing story and reflects our values perfectly. We hope it will resonate with our snackers and attract new fans to the brand alike.”

Dom Goldman, executive creative director at Above + Beyond, said: “The challenge was to make the manufacturing story just as entertaining as the PROPER brand itself.  It turns out that crafting PROPERCHIPS is just as intricate as creating an animated film. So, what better way to take a factory tour than with a flying cowboy created by Jack Brown’s super cool illustration heritage (with the likes of The Weekend and Arsenal FC), coupled with the laid-back joyous vibes of Dope Lemon, crafting a unique alchemy befitting of this progressive brand.”