Case Study

Amway Legacy of Clean


Capturing Everyday Life For Amway


Amway's agency, Fairly Painless Advertising, was chosen to rebrand their eco-friendly product line, Legacy of Clean. Part of the rebranding initiative was to create an image library of fresh new visuals to be used as promotional tools for their new product line. The concept was to create a slice of everyday life while highlighting the versatile applications of their Legacy cleaning products.


The approach was to create imagery that felt bright and optimistic, while incorporating the brand’s green and white color palate. Adding texture through habitual experiences and props such as children, dogs, and mud puddles, truly captured the essence of everyday life that fulfilled the client’s vision.


A five-day photo shoot at three locations with a cast and crew of 25 people. Amway walked away with 150 final retouched images that breathed life into their Legacy of Clean brand of products.

Nothing says clean more than fresh white linens on a clothesline.

Mother and daughter having fun washing dishes with Legacy dish soap.

A collage of images from the beach house location.



5-day photo shoot

3 locations

25 members of the cast and crew

150 retouched images


Shooting on the beach of majestic Lake Michigan.

Cheryl and I discussing our next shot as the crew stands by.

The talented hair and makeup artist Cathy, making last minute adjustments before we shoot.

Cut… Londyn needs to empty her boots.

Incorporating scenes with water were important to the story of portraying the idea of clean.

How can you be mad at this cute little dog?

Bath time for the furry little talent.

Family time with kids jumping on clean sheets.

“Everyone involved was totally committed to an end result we all could be proud of. Great work Jeremy.”
— Fairly Painless Advertising

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