Passion Pictures and Feral Child (who also brought us this bit of mania for Lush), team with MJZ director Steve Ayson for a delightfully dark take on the stress parents endure when it comes to the safety of their children.

Produced for the family social networking app Life360 thru agency Alto New York, the spot is powered by the over-the-top Broadway-style number “I Think of You (Dying)” from American singer/songwriter/comedian Nick Lutsko.

Nella Addy, director at Feral Child.: “The first creative question we tackled during the pitch phase was how to set the film up so the animation style wouldn’t tip the viewer off to the impending carnage of mum’s anxieties.
 

“Everyone involved, from Alto and Life360 to live-action director Steve Ayson, kept pushing till the very end to create something absolutely bonkers!”

 
“We pitched the idea of a classic saccharine sweet musical intro, with blue birds and animation reminiscent of classic animated musicals; to create a false sense of security before the story takes a sharp turn and Mum drags us through one calamity after another.

“That led to our next hurdle: how do we get really graphic (we were thinking Happy Tree Friends scenarios) within this realistic style while still maintaining the comedic tone – all on an incredibly challenging schedule.

“What I loved most about this project was that everyone involved, from Alto and Life360 to live-action director Steve Ayson, kept pushing till the very end to create something absolutely bonkers!”
 
 

 
Client: Life360

Agency: Alto New York
CCO/Founder: Hannes Ciatti
Managing Partner: Matt Bonin, Ed Rogers
Head of Strategy, Partner: Tara Fray
ECD: Jason Bagley
CD: Darcie Burrell, Lawrence Mellili
EP: Josh Litwhiler
Head of Brands: Shannon Coletti

Production: MJZ
Director: Steve Ayson
EP: Noah Goldsmith
Producer: Martha E. Davis
DOP: Larkin Seiple
Production Designer: JC Molina

Animation: Passion Pictures & Feral Child
Director: Nella Addy of Feral Child
Producer: Sam Hope, Megan Plane

VFX: Kevin
VFX Supervisor: Robert Murdoch
Producer: Andrew Cowdery

Edit: Trim
Editor: Tom Lindsay
EP: Polly Kemp
Assistant Editor: Milo Benett

Grade: Trafik
Colorist: Ricky Gausis
Producer: Phoebe Torsilieri

Music composer: Nick Lutsko

Music supervision: Walker
Managing Director: Sara Matarazzo
EP: Dottie Scharr

Sound design/mix: Dan Flosdorf