Brief — Home: One Bottle. Every Room. (Static Ad)

Radical minimalism as the ad: one eco cleaning-concentrate bottle centred on a soft, light background with huge negative space and nothing else in frame. In a feed of cluttered before/afters, emptiness is the hook. The angle: one product replaces the cupboard of chemicals, with refills on subscription. Headlines to test: "One bottle. Every room. Zero plastic refills wasted." / "You don't need 9 cleaners. You never did." / "Plant-based. Refillable for life. One bottle to start." Primary text opens on the under-

sink clutter pain, explains the one-concentrate system (dilute for kitchen, bath, glass), covers refill economics and plastic saved, and closes on a starter-kit offer. Format: static 4:5 + 1:1 + 9:16 with extra headroom; margins are kept in every crop. "Plant-based" and plastic-saving numbers must match the brand's actual formulation and packaging data. Iteration: if it wins, do not add elements — test headline families only; minimalism is the mechanism.

Spec brief — created as a portfolio sample, modelled on proven scaling ads. Not client work.