CASE STUDY
Confidence in Every Tap
The Amway Tracing Tool Campaign
CLIENT
Video Production | Virtual Production | Animation | Digital Campaign
PROJECT TYPE
overview
This project represents something bigger than a successful campaign. It demonstrates how the right creative approach can transform abstract concepts into emotional connections. Traceability isn't inherently exciting, but the stories of people who care deeply about what goes into the products we use every day absolutely are.
By focusing on the humans behind the technical process, we created content that doesn't just explain what Amway's Tracing Tool does, it shows why it matters.
This case study exemplifies our ability to take complex ideas and transform them into clear, compelling visual stories that drive both emotional engagement and business results.
DELIVERABLES
VIDEOS
Hero Video (16x9; 9x16)
How To Video (16x9; 9x16)
Social Video Assets (15 Reels)
GRAPHICS
10+ Carousels
OTHER DELIVERABLES
Campaign GMT Guide
challenge
When transparency becomes the expectation, how do you make it unforgettable?
In today’s post-pandemic markets, transparency isn’t just nice to have, it’s a decision driver. Consumers want to know where their products come from, how they’re made, and why they should trust them. For Amway, traceability has always been a standard. But the challenge wasn’t compliance, it was communication.
How do you turn a deeply technical, multi-step quality control process into something people can feel?
Amway approached us with the launch of their new Tracing Tool, a digital experience that allows anyone to trace the journey of Nutrilite and Artistry products from raw ingredient to finished good. It’s intuitive, powerful, and deeply rigorous behind the scenes. But the process still needed a story.
Our challenge was to translate data into a dynamic experience, to help people understand that traceability isn’t just a QR code, it’s peace of mind. It’s science, accountability, and trust, in your pocket.
“We immediately understood the importance of this tool, so we wanted to tell a compelling story that not only gave people peace of mind about Amway products, but also generated excitement around Amway's continual push toward transparency, sustainability, and traceability.”
Creative Solution
We captured the essence of the tool in four words: "Traceability in Your Pocket." This wasn't just a tagline, it was our north star for every creative decision that followed.
Instead of talking about transparency abstractly, we made it tangible.
Our approach:
Core Creative Concept
We developed a visually dynamic narrative that physically transports viewers through each stage of a product's journey: from scientists in labs to farmers in fields to production lines. All connected by the Tracing Tool interface as the bridge between digital and physical worlds.
Unique Production Elements
Virtual Production: We leveraged our Golden Hour studio to create and capture multiple environments in a single day, simulating kitchen spaces, living rooms, and outdoor settings with remarkable efficiency.
Split-Screen Storytelling: We developed a visual language where real people could interact across different locations, connected by the thread of a product's journey.
Seamless Transitions: We crafted camera movements that started in the physical world, moved into a phone screen showing the Tracing Tool, and emerged in entirely new locations.
Real People, Real Places: We filmed actual Amway scientists, visited production facilities, and traveled to Trout Lake farms in Washington State to capture authentic moments that no amount of CGI could replicate. Authenticity was key!
PRODUCTION HIGHLIGHTS
The hero video required telling a complex, multi-character story across multiple locations in just 60 seconds. We solved this through meticulous planning and innovative transitions.
What began as a technical demonstration evolved into something more through production. The genuine enthusiasm of Amway's scientists and farmers was impossible to script.
This authentic passion became the heart of our campaign, transforming what could have been a sterile product demonstration into a human story about people who genuinely care about quality and transparency.
RESULTS + IMPACT
Our work delivered both tangible assets and strategic value:
Comprehensive Campaign Package
A 60-second hero video, animated how-to tutorial, and 20+ social assets designed for multiple platforms and audiences
Global Deployment Toolkit
A detailed toolkit enabling Amway markets worldwide to launch with cohesive messaging, including campaign overview, audience insights, deployment guidelines, hashtag strategy, and pre-written caption
Cross-Platform Versatility
Assets optimized for Instagram, Facebook, YouTube, and internal Amway channels
Educational Foundation
Clear, engaging explanations of complex traceability concepts
Brand Position Reinforcement
Visual content that firmly establishes Amway's leadership in product transparency
“The Tracing Tool project has not been without challenges, and I’ve been really impressed with your entire team. Every person who worked on the project. The end delivery was high quality and exactly what we wanted. Such a stellar team over there!
Marion is so organized and kind. Even when I give her something problematic, I can tell she is already problem solving and takes time to understand the root of what we’re looking for or trying to fix. I love that she first seeks to understand, then act.
Chris, simply put, just “gets it.” It’s not hard to get on the same page creatively with Chris and he is often coming up with better solutions than what I propose (which I think are already at least 80% good – he takes it to like 150%). Psst! – I think Chris is your secret sauce for social content production.
Joe did an incredible job on the hero video. What a project that was! We even had to sing to get the music just right. He was a great sport through all the storytelling twists and turns and led the team really well. I think our talent also loved working with him and appreciated his efficiencies!
The team just really stood out to me and were leaders on our project.”
