Film three ambitious ads for a brand, then repeat it on two more continents.
The real value of a product
Like most tech products, Life360 needs to create marketing videos that show both the app itself, and the lifestyle benefits the user will enjoy by using it. So they searched for a video shop that offers production and motion design all in one place. As fate would have it, our two companies have a history of friendship since college. So the Life360 marketing team came to Heck to bring their product to life – while showing the human side of the story – with our distinctive mixing of motion graphics with live-action footage.
Getting started
Kicking off, we used storyboards and pre-visualization to dial in the creative vision, all based on an ambitious narrative with each family member telling why they love Life360 in a single take, but from different locations. As is often the case, the project had a very tight timeline. So Heck producer Michael Potter had to make video miracles happen with our trusty San Diego crew. Michael's diligent updates and proactive check-ins gave Life360 a real-time view of the project, eliminating any client anxieties.
Over-communication is a core Heck value – it means keeping the client updated about the biggest decisions and smallest details, before they ever have to ask.
Make it happen
As a full-service production company, Heck took charge of casting, scouting locations, booking crew, renting equipment, and even planning the perfect snacks. It all happens efficiently because the brand is working directly with Heck, skipping any middle-man costs or delays. For our client team Life360, this felt like a turnkey operation that spared them the burden of countless meetings or decisions by committee. Thanks to Heck’s pro crew, the shoot went off without a hitch!
And then the real fun began – weaving together the footage of each family's story with our slick motion graphics. The videos were crafted with a playful ‘bubble’ aesthetic, while staying true to Life360's brand guidelines. No surprise, the campaign was a big hit.
Now Make it British
Before that project was even completed, Life360 pulled us into our next project together: creating a UK campaign to launch the app in England and beyond. But we needed that authentic British flavor. The client suggested dubbing American talent, but quality was a concern. We evaluated filming British talent in our own European-inspired enclave of Carmel-by-the-Sea... but the sunny seaside wouldn’t be authentic enough. In the nick of time, Michael paved the way by planning a cost-effective shoot in London with local cast and crew. Bit brilliant, innit???
Taking it Down Under
But the globe-trotting didn't end there. Just as the UK project wrapped production, Life360 called and said “grab your passport, it’s time to launch in Australia!” With another quick turnaround, and seamless coordination, the Heck team pulled off another international shoot – this time in Sydney, with another lovely cast and crew of local filmmakers.
Juggling post-production for both international projects simultaneously, the team at Heck completed all post-production and delivered a slew of alternate versions. Our friends at Life360 were delighted when Heck delivered all three campaigns on time and on budget.
Jon Troutman, VP of Brand & Creative @ Life360:
“Heck is an incredible partner and essentially operates as an extension of our marketing and creative team. Their execution is fantastic and the final videos performed so well that we expanded to shoot in 2 additional countries!”
Size and shape
Because the Heck team is making the content from scratch, we can tailor it to the client’s exact needs – and give them a bang for their buck with multiple cutdowns and aspect ratios, so the same content can be used in numerous ways at once.
We get that a lot
Those movers and shakers at Life360 found a creative partner in Heck – no stress, no learning curves, just positivity and problem-solving. From San Diego to Sydney, we're proud to be their video partner, wherever they need us next.
Of course, it’s not Heck’s first time making video miracles happen overseas. The Heck team has filmed in over 25 countries on every continent except Antarctica. We love working with local crew wherever a project takes us. We’re coming for you, penguins!
Watch here.
Buckle up for the same spot, filmed across the globe in triplicate.
Delivered
Heck delivered a full slate of content for the Like360 marketing team to use for paid ads and social:
San Diego
Spot A: 30s horizontal, vertical, square / 15s horizontal, vertical, square
Spot B: 30s horizontal, vertical, square / 15s horizontal, vertical, square
Spot C: 30s horizontal, vertical, square / 15s horizontal, vertical, square
London
Spot A: 30s horizontal, vertical, square / 15s horizontal, vertical, square
Spot B: 30s horizontal, vertical, square / 15s horizontal, vertical, square
Sydney
Spot A: 30s horizontal, vertical, square / 15s horizontal, vertical, square
Spot B: 30s horizontal, vertical, square / 15s horizontal, vertical, square