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Tile “Family-Proof Your Family” 2025

Tile “Family-Proof Your Family” (2025) is a Tile commercial directed by Steve Ayson for Alto, produced by MJZ. It won one award: Ciclope 2025 Silver Production Campaign.

A woman gets trapped in a bathroom during a funeral, highlighting the importance of staying connected with family.

Video: Tile on YouTube

Shot by shot

  1. A woman with long dark hair and a black dress with a veil bangs on a door in a dimly lit room, looking distressed.© Tile0:19
  2. A young boy in a suit lies on the carpeted steps of a church altar, looking down at something in his hands.© Tile0:24
  3. A woman in a dark dress is seen from behind, bending over in a dimly lit public restroom with green tiled walls.© Tile0:32
  4. A man in a black suit stands at a podium with a framed photo of an older woman, looking emotional in a church.© Tile0:34
  5. A man in a suit screams in anguish as a coffin with flowers and a framed photo of an elderly woman falls over in a church.© Tile0:36

Stills © Tile. Made by Alto, MJZ and Steve Ayson.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A funeral setting is used to create a high-stakes scenario for a lost family member.

Tagline: “Family-proof your family.”

funeral settingtrapped persondesperate cries for helpfamily in distressproduct as a solutionmisunderstanding

The cut

Length
45 s
Shots
29
Average shot
1.6 s

What creatives use Tile “Family-Proof Your Family” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Tile “Family-Proof Your Family”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A woman with long dark hair and a black dress with a veil bangs on a door in a dimly lit room, looking distressed.© TileA young boy in a suit lies on the carpeted steps of a church altar, looking down at something in his hands.© TileA woman in a dark dress is seen from behind, bending over in a dimly lit public restroom with green tiled walls.© TileA man in a black suit stands at a podium with a framed photo of an older woman, looking emotional in a church.© Tile
    Frames from Tile “Family-Proof Your Family”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Tile “Family-Proof Your Family” in order, with its length, framing and what happens in it.

    A woman with long dark hair and a black dress with a veil bangs on a door in a dimly lit room, looking distressed.© TileA young boy in a suit lies on the carpeted steps of a church altar, looking down at something in his hands.© TileA woman in a dark dress is seen from behind, bending over in a dimly lit public restroom with green tiled walls.© TileA man in a black suit stands at a podium with a framed photo of an older woman, looking emotional in a church.© TileA man in a suit screams in anguish as a coffin with flowers and a framed photo of an elderly woman falls over in a church.© Tile
    Length: 45 s · Shots: 29 · Average shot: 1.6 s

  3. 03Ad ideas: every spot built on a funeral setting

    Before you present an idea, you need to know who has done it, and how.

    Tile “Family-Proof Your Family” is built on a funeral setting. Search the library by idea to see every spot that uses it.

    Life360 “Coffin”© Life360Levi's “The Greatest Story Ever Worn”© Levi'sMars Wrigley “Snickers - Eulogy”© Mars WrigleyOpera GX “Your Setup Still Wants Opera GX”© Opera GX
    Life360 · Levi's · Mars Wrigley · Opera GX

More commercials by Steve Ayson

  • Life360 "I Think of You Dying" (2026) commercial still© Life360Life360 “I Think of You Dying” 2026Dir. Steve Ayson · AltoD&AD Yellow Pencil 2026
  • Pringles "The Call of the Mustaches" (2025) commercial still© PringlesPringles “The Call of the Mustaches” 2025Dir. Steve Ayson · FCBEffie Awards Gold 2026
  • Mattress Firm "Junk Sleep" (2022) commercial still© Mattress FirmMattress Firm “Junk Sleep” 2022Dir. Steve Ayson · Droga5Effie Awards Gold 2022
  • Waka Kotahi NZ Transport Agency "Toll Booth" (2022) commercial still© Waka Kotahi NZ Transport AgencyWaka Kotahi NZ Transport Agency “Toll Booth” 2022Dir. Steve Ayson · FCB New ZealandThe One Show Gold 2022
  • Mars Wrigley Confectionery "Exclusive the Rainbow Announcement" (2018) commercial still© Mars Wrigley ConfectioneryMars Wrigley Confectionery “Exclusive the Rainbow Announcement” 2018Dir. Steve Ayson · DDB ChicagoANDY Awards Gold 2018
  • Old Spice "5 Year Plan" (2017) commercial still© Old SpiceOld Spice “5 Year Plan” 2017Dir. Steve Ayson · Wieden+KennedyCannes Lions Gold 2017

More from Alto

  • Upwork "This Is How We Work Now" (2022) commercial still© UpworkUpwork “This Is How We Work Now” 2022Dir. Ivan Zacharias · AltoClio Awards Gold 2023
  • Montefiore "State Of Gratitude" (2021) commercial still© MontefioreMontefiore “State Of Gratitude” 2021Dir. Henry-Alex Rubin · AltoAICP Awards Honoree 2021
  • DIAGEO "Ketel One Botanical - Made to Cocktail" (2024) commercial still© DIAGEODIAGEO “Ketel One Botanical - Made to Cocktail” 2024Dir. Fredrik Bond · Alto

Award-winning tech commercials

Questions

Who directed the Tile “Family-Proof Your Family” commercial?

Steve Ayson directed it, produced by MJZ, for the agency Alto.

Which agency made Tile “Family-Proof Your Family”?

Alto created it for Tile (2025).

What awards did Tile “Family-Proof Your Family” win?

1 awards, including Ciclope 2025 Silver Production Campaign.

What is the tagline of Tile “Family-Proof Your Family”?

“Family-proof your family.”

Sources for the credits and awards

awards.ciclopefestival.com