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By Hannah Bowler | Journalist

December 22, 2021 | 1 min read

Propercorn has launched its lentil chip offshoot, Properchips, with a stop-motion animation featuring a flying cowboy called Alan.

The 60-second ’Done Properly’ spot was created by Above+Beyond and takes audiences on a journey into the production of the lentil chip. Dope Lemon was picked as the backing music to give the ad a ”laid back joyous” vibe, says Dom Goldman, executive creative director at Above+Beyond.

Jack Brown, who created The Weeknd’s ’Save Your Tears’ music video, directed and illustrated the piece. Over 20 artists contributed to the film, headed by Ryan Delaney as art director, while Blinkink was responsible for production and Number 8 London for post-production.

Becky Akers, the creative director at Proper, said: ”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.”

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