Life360

Family-Proof Your Family

When families misplace something or someone, things can go horribly and hilariously wrong. (Spoiler: the campaign features sex workers and a dead body.)

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.

Praise
  • Silver x 1, Bronze x 1
  • Wood Pencil
  • Bronze Pencil
33%
increase in consideration
15%
lift in awareness among parents
30%
YOY increase in monthly active users

Coat (60-Second Film)

Life360 goes hilariously dark in
ads for its tracking technology.

—Adweek
Life 360 couldn’t compete with Apple’s behemoth media spend, so they needed creative campaign that would punch way above their weight.

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.

Life360 and Alto stage the worst funeral ever.

—Muse by Clios
“Family-Proof Your Family” is more than a catchy line—it’s a relatable reminder of “that one time” that every family has, but doesn’t talk about anymore.

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

Curfew (45-Second Film)
Coffin (45-Second Film)
Bringing Life360 and Tile together as one brand.

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.

Logo
Logo
Logo
Logo
Logo

"Family-Proof Your Family" (OOH)

This Family-Proof Your Family ad deserves
ALL the advertising awards. I haven't been this psychologically impacted since the damn
IKEA 'Lonely Lamp' commercial.

@HereForCatVideo

Client

Life360

Output

  • Brand Strategy
  • Global Creative Platform
  • Production: Film, Digital, Design and Photography
Next projectThis Is How We Work Now

News from alto

AdAge feature graphic announcing Life360 as one of America’s Hottest Brands 2025, with a quote from CMO Mike Zeman about campaign success, overlaid on animated artwork and Alto branding
Actor Brad Pitt in a racing suit with Expensify and APX GP logos, featured in a Fast Company and Alto podcast promotion about brand placement in the movie "F1."
Rocket launching over a city skyline at dusk, highlighting Alto’s Cannes Lions wins for the Montefiore Einstein “Rarest Stars” campaign, including 1 Silver, 1 Bronze, and 6 finalist honors.
Ad Age "Best Ads of 2025 (so far)"
Black-and-white portrait of Ed Rogers, Managing Partner at Alto, featured in Campaign’s “40 Over 40” list, with bold red and white typography highlighting the recognition.
Close-up of a boy’s face in dim light, featuring Alto’s Cannes Lions wins for the Life360 “Family-Proof Your Family” campaign, including 1 Silver, 1 Bronze, and 3 finalist honors.
Close-up of a man in military uniform adjusting his hat, highlighting Alto’s Cannes Lions achievements for Montefiore Einstein’s “The Comeback” campaign with 4 finalist honors.
Shadow of Batman projected on a wall, promoting Alto’s Cannes Lions win and finalist recognition for the “Become the Knight” campaign with Meta Reality Labs.