Nearly 20 different artists were called upon to contribute to the creation of the magical, vibrant animated PROPERCHIP world seen in Above+Beyond’s ‘Done Properly’.

The animated film, directed by Jack Brown, famous for his work on the ‘Save Your Tears’ music video for The Weeknd featuring Ariana Grande, marks Above+Beyond’s first work for PROPERCHIPS since the agency won the account in March 2021.

The bright and bold film, ‘Done Properly’ features a flying cowboy, Alan, guiding audiences through the journey of the production of a lentil chip. The memorable film is complete with an architect, a surfing cowboy and a psychedelic lizard, which are all brought to life to show the magical journey and effort that PROPER put into their chips. 

"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.” said Dom Goldman, Executive Creative Director at Above + Beyond.

"We put so much passion, care and craft into PROPERCHIPS.” explained Becky Akers, Creative Director at PROPER, “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.”

The eye-catching film pulls in the work of several different artists to create a visual treat via stop motion animation. Alongside this, Above+Beyond has also created a new brand platform for the snack brand.