Family-Proof
Your Family

Few emotions are as universal or as complicated as a parent’s worry for their children. Alto leaned into that fear for this campaign, dramatizing Mom’s worst fears and then remedying them with the peace of mind of Life360’s family safety app.

Life360 leads the industry as the go-to family safety app, but their GPS tracking devices aren’t the household name that Apple is. So instead of talking about tech and features, they wanted to connect with families on a more human level, tapping into the hilarious and horrifying reality of family life.

Mom’s fears take center stage in a hilariously unfiltered musical about a Mom’s confession that every time her daughter leaves her sight, she imagines every possible way she could die. As Mom’s anxiety escalates, the world around her starts to transform, and we're thrust into an animated world of her dark imagination, where death awaits her daughter at every turn. But as the song continues, the daughter’s irritation softens, and she starts to understand the worry her mom faces on a daily basis, prompting her to introduce Life360 as the solution to all her fears.

The work was developed in partnership with Feral Child (Passion Pictures), as well as Steve Ayson (MJZ) and songwriter Nick Lutsko, who is most notable for his work with the cult animated series Ren & Stimpy. The song is also featured on the artist’s Spotify page for the world to enjoy.

To hijack the social algorithm, TikTok creators like Jane Park, Nicole Deroy and Sarah Jane Underwood tapped into their own parenthood anxieties, set to the lyrics of “I Think of You (Dying).”

The spot racked up over 27M impressions and more than 775,000 social shares. Almost 10% of people who saw it shared it. Following the campaign, Life360’s unaided awareness skyrocketed with a 92% increase among parents, contributing to a 25% YOY increase in monthly active users. Life360 revenue rose 34% YOY to $124.5M in Q3. And the brand landed a spot on Ad Age’s Hottest Brands 2025.

Every family member has let you down. You’ve been betrayed by cousins, bullied by uncles, and blocked by sisters. Which is why your favorite family member…is the dog. The dog has never tried to sell you essential oils. Or tried to use Thanksgiving as an opportunity to rope you into a multi-level marketing scheme. This campaign and musical helped the Life360 Pet GPS sell out within 24 hours of the launch by celebrating the fact that, if anyone deserves to be in your Life360 circle, it’s your dog. Because all the best people are dogs.

There are other pet trackers on the market, but Life360 is the only app that allows you to track your WHOLE family (humans and pets) in one place. It needed a big announcement with a message that would stick: We don’t just love our pets. We love them BEST.

In today’s world, truth feels radical. In a world of deepfakes and lies from every direction, what’s innovative is doing what few do: state the unspoken truth. Our Life360 musical piece, “All the Best People are Dogs,” was a hit on social media, particularly TikTok, because it captured this brutal honesty: we don’t just love our pets. We love them BEST. When reality feels unstable, truth hits hard.

Families were quick to add their true favorite family members to their Life360 circles, the Pet GPS products sold out within 24 hours of the launch of “All the Best People Are Dogs” — and continue to sell out today. The campaign also helped Life360 further distance itself from Apple, cementing its position as the #1 family-super app designed for every member of the modern family, human or not. Our platform Family-Proof Your Family has led to a 92% increase in top of mind awareness, and a 25% YOY increase in monthly active users.

Families. We love each other, but drive each other crazy with our forgetfulness and poor communication. The simple act of misplacing something or someone can have a ripple effect that can shape a person or a family for years to come. Recognizing this, Tile and Life360 help Family-Proof Your Family, giving us all one fewer thing to talk about in therapy.

While Tile lagged behind the category-leading tracker brands, Life360 (Tile’s new owner) led the industry as the go-to family-tracking brand. By uniting the two products under a single platform, they not only presented Tile in a new light to a new audience, but also allowed both brands to tap into the hilarious and horrifying reality of family life, positioning themselves as the solution to Family-Proof Your Family.

Each spot in the campaign features a different scenario of hilarious family trauma that could have been prevented by Tile and Life360.

To bring Tile and Life360 together for the first time and launch “Family-Proof Your Family” as a global brand platform, we created a new design system including typography, color treatments, animation and static assets across all products and communications.