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.