Indi-Clean
Client: Indi-Clean, Mallorca
Role: Creative Designer & Art Director
Discipline: Advertising, Concept Development, Image Editing
Deliverable: Full-page magazine advertisement
The Brief
Indi-Clean specialises in carpet and upholstery cleaning for superyachts and high-end residential clients across Mallorca, using eco-friendly products and techniques. They needed a full-page advertisement for a local marine industry magazine to launch their Liquid Carpet Protector—a treatment that repels water, stains and dirt on natural and synthetic fabrics.
The challenge: communicate the product's protective capabilities in a single image within a crowded advertising environment, while standing out from typical before/after cleaning comparisons and generic product shots.
The Approach
Rather than showing the product or the problem it solves, the concept visualised the result: a goldfish suspended inside a perfect droplet of water sitting on carpet—impossible without complete liquid repellency. The image was simultaneously striking, playful and unambiguous—demonstrating total protection in a way that required no explanation.
The visual was created through composite photography and digital editing, balancing technical precision with creative impact. Minimal copy and clean typography kept focus on the central image, allowing the concept to do the communicative heavy lifting. The tone remained premium and confident without taking itself too seriously—appropriate for a marine trade audience familiar with technical products.
The Outcome
The advertisement provided Indi-Clean with differentiated creative in a category typically dominated by literal product demonstrations and technical specifications. The goldfish concept was memorable and shareable, supporting brand recognition and product awareness within Mallorca's superyacht service sector.
Scope of Work:
Creative concept development / Art direction and composite image creation / Copywriting / Magazine advertisement design / Photoshop editing and retouching
