Location App's Animated Musical Brings a Mom's Gory Fears to Life

Are we all watching too much Dateline? From Life360 x Alto

Becoming a parent is like having your heart live outside your body. And when your little ones leave the house, even for the night, outlandish scenarios play out in every parent’s mind.

Location-sharing app Life360 and Alto crafted an animated musical to put mom’s fears to rest with “I Think of You (Dying).” What are the odds of getting trapped inside a mine?

That and many more unlikely events take shape as mom gently sings to her daughter, “You are my whole wide world. When you’re gone, I just think of you … dying.”

The ad turns animated and gory, as mom croons about highly impossible and outrageous ways her daughter could meet her demise. Like being burned at the stake, getting sucked inside a wood chipper, an alligator attack or a creepy witch in the woods.

The spot ends in IRL, with the daughter downloading Life360 to her mom’s phone. Peace of mind while mom watches true crime!

“The tone of the musical came from a universally relatable truth for parents, but one that’s so dark people rarely talk about it,” said Alto ECD Jason Bagley. “Which is that when you have kids, you love them so much that you imagine all the most horrific, and irrational things that could happen to them. And the humor comes from simply being honest and acknowledging what all parents feel in a funny way.”

Steve Ayson of MJZ directed the spot, and with music from songwriter Nick Lutsko, known for his work on Ren & Stimpy.

The campaign is running on broadcast and digital platforms.

CREDITS
CLIENT
Life360 
Mike Zeman, CMO
Jon Troutman, VP of Brand & Creative
Spencer Hansen, Senior Creative Director
Katy Walden, Product Marketing Director
Brittany Lamp, Director of Brand Content
Kelly Hamilton, Senior Creative Project Manager

AGENCY
Alto New York
Hannes Ciatti – Chief Creative Officer, Founder
Matt Bonin – Managing Partner, Entertainment + Production
Ed Rogers – Managing Partner
Tara Fray – Head of Strategy, Partner
Tom Naughton – Strategy Director
Jason Bagley – Executive Creative Director
Darcie Burrell – Creative Director
Lawrence Mellili – Creative Director 
Josh Litwhiler – Executive Producer, Film 
Shannon Coletti – Head of Brands

FILM PRODUCTION COMPANY
MJZ
Director: Steve Ayson
Executive Producer: Noah Goldsmith
Producer: Martha E. Davis
Director of Photography: Larkin Seiple
Production Designer: JC Molina

MUSIC
Composer: Nick Lutsko
Managing Director: Sara Matarazzo
Executive Producer: Dottie Scharr

EDITORIAL TRIM
Editor: Tom Lindsay
Executive Producer: Polly Kemp
Assistant Editor: Milo Benett

POST / VISUAL FX
KEVIN
VFX Supervisor: Robert Murdoch 
Producer: Andrew Cowdery

COLOR GRADE 
TRAFIK
Colorist: Ricky Gausis
Producer: Phoebe Torsilieri

SOUND DESIGN AND MIX
Sound Design: Dan Flosdorf
Mix Engineer: Dan Flosdorf