Life360

I Think of You (Dying)

Breaking through in culture by making parental anxiety funny and relatable.

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.

Praise

Best Ads of 2025
Hottest Brands of 2025

10M+

impressions

450K

92%

increase in undaided awareness

Life360 - I Think of You (Dying)

The potent truth at the core of this campaign—that moms freak out and imagine the worst when their teens roam the world untracked—is brought to gloriously gory life in Alto’s musical.
Tim NuddAd Age

The Challenge

Life360 couldn’t compete with Apple’s behemoth media spend, so they needed creative that would punch way above their weight.

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.

“You’ll never know how much I love you. When you’re gone, I just think of you…dying.”

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.

Our Approach

This campaign was designed with social media (particularly TikTok) and music entertainment in mind.

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 Impact

Suddenly, everyone knew the name Life360.

The campaign didn’t just strike a chord, it sparked conversation. And people weren’t just watching, they were sharing: the spot racked up over 10 million impressions and more than 450,000 social shares. And following the campaign, Life360's unaided awareness skyrocketed with a 92% increase, contributing to a 25% jump in monthly active users.