We’re not sure French cookware company Le Creuset knew what it was getting into—or even cared—when they asked food publication Lucky Peach to create an animated video for them. Apparently, this is just the beginning of a long line of Lucky Peach for Le Creuset videos that will be released each day this week on the company’s Tumblr. According to Le Creuset, the series “features fearless friends in search of Chef Danny Bowien of Mission Chinese’s top-secret chicken wings recipe.” Now, it’s time to drop some acid and watch the extremely trippy video released by the French kitchenware company. This is either branded content gone very right or extremely wrong. (We’ll go with the former.)

[via Le Creuset]