My Variations: Lowering Visual Production Costs
The Challenge
Physical photoshoots were holding them back
My Variations, an electric toothbrush brand founded by brothers Alexis and Martin Thiebaut, puts design and engineering at the core of its product. With minimalist aesthetics and high-performance technology, visuals needed to reflect the same level of quality.
However, as a small team with a lean budget, traditional product photography quickly became a constraint.
Physical photoshoots created several recurring issues:
High costs: on average, €2,000 for around 10 pieces of content
Slow turnaround: coordinating logistics often meant waiting weeks for updates
Limited flexibility: one shoot produced one look - new campaigns or channels required starting over
This approach drained budget, extended timelines, and limited creative freedom especially problematic for a product whose value is closely tied to its visual appeal.
The Solution
Virtual photoshoots with Omi
Alexis and Martin turned to Omi’s virtual product photography to regain control over their content production.
“Omi allows us to create content continuously and incredibly easily, without needing to go through photoshoots that are sometimes tedious and very expensive.”
- Alexis Thiebaut, Co-founder, My Variations
Using realistic 3D models (Digital Twins) of their toothbrushes, the team built a complete visual library covering multiple colors and use cases.
Omi is now used almost daily to generate product images and videos for all marketing channels, including social media, email campaigns, and the eCommerce website.
Meeting seasonal demands with on-demand content
Before Omi, keeping visuals fresh and seasonally relevant meant either repeating old images or investing in additional photoshoots. That trade-off no longer exists.
With Omi’s template library and thousands of props, the team can create packshots and single-product visuals in a wide range of moods - within minutes. Existing visuals can be tweaked, adapted, and reused instead of recreated from scratch.
This flexibility is particularly valuable for seasonal campaigns:
“For Christmas last year, we created product images using a pre-made template on Omi with a fireplace and a fir tree. This meant we could easily change the hero image of our homepage during this period.”
- Alexis Thiebaut
As a result, My Variations keeps its website, social feeds, and email campaigns visually aligned with key moments throughout the year without the cost or delays of traditional shoots.
High-end results without high-end budgets
Switching to virtual photography had a direct impact on performance.
“Omi has allowed us to create super ads, whether for scroll-stoppers or CTAs, that really catch attention and outperform our previous visuals.”
— Alexis Thiebaut
Premium-looking visuals are no longer reserved for brands with large production budgets. With Omi, My Variations produces sleek, design-led imagery that elevates everyday products into desirable objects while significantly reducing costs.
“I'd recommend Omi to all companies that don't necessarily have huge budgets to create content. It'll enable you to create visual content super fast, with totally different backgrounds. In five minutes and three clicks you can have a professional-quality, ready-to-use image.”
- Alexis Thiebaut
The Results
360° marketing coverage from one single tool
Since July 2021, Omi has become central to My Variations’ marketing operations.
By moving away from traditional photoshoots, the team now benefits from:
Continuous, on-demand content creation
Consistent, high-quality visuals across all channels
Faster iteration for campaigns and promotions
Reallocated budget toward business growth
From social posts and digital ads to email campaigns and the eCommerce site, My Variations delivers a unified brand experience across every touchpoint - without the cost, complexity, or delays that once held them back.
