Medik8: Meeting global content demands using Virtual Photography

Results across the board

After implementing Omi, Medik8 gained the flexibility, speed, and creativity they needed:

1. Regional independence

Perhaps most importantly, using Omi gave Medik8’s regional teams more autonomy "to create tailored imagery for their markets, reducing reliance on global resources and easing internal bottlenecks."

2. Marketing agility

"For a seasonal or ad-hoc campaign we want to be as agile as possible. So if an offer isn't working, or if stock suddenly runs low, Omi allows us to quickly change the promotion and its imagery. Without Omi, we would never be able to turn around a new shoot in a day."
—Head of Creative @Medik8

They share a concrete example: "If we run out of stock, the updated promotion could switch out a free gift for another in a matter of minutes."

Stylish product photography straight from Medik8’s website banner. The ability to adjust backgrounds and colors gives marketing teams autonomy to publish brand-approved content on their channels with less friction than ever.

Omi also became their concepting playground:

"It's not just a tool for finished visuals; it's also become a helpful part of our concepting process. If we want a lightweight formula, like playing with a floating product, a physical studio would include equipment setup, whereas with Omi we can do it in minutes and get a feel for if we like it or not."
—Head of Creative @medik8

Medik8 compose scenes with floating products to expand their brand expression.

The platform also simplified multi-channel content creation. "A challenge with physical shoots is always having to think about all the different placements and outputs that one shot goes to."

"Whereas in Omi you can quickly test crops and formats before you export them to make sure it will work in that touchpoint."

Having pre-set aspect ratios makes it easy to get visuals for any channel. You can also save your own dimensions to speed up production and keep everything consistent.

3. Brand compliance meets creativity

With multiple teams creating content independently, Medik8 established clear guidelines and saved brand-approved settings directly in Omi:

"We're creating an internal guideline, standard settings, do's and don'ts, for how to use Omi. Having pre-sets you can build in Omi is really helpful, like standard light settings work for us as a brand, and we can save pre-sets for anything bespoke that we create."

Within these guardrails, creativity flourished:

"A lot of our evergreen brand imagery has been used over and over, and it's quite traditional in its composition and layout, like a standard shot of three products stood vertically on a plinth. Customers are sick of that... We're trying to be more modern and creative so we use Omi to be able to experiment with new angles, camera views, or how we compose the layout of the scene with products. We can be more playful with that."
—Head of Creative @Medik8

Saving light, settings, compositions, and scene prop collections gave Medik8 the ability to explore new styles while still staying brand compliant.

4. Content volume

The team now produces 60-100 visuals monthly using Omi — a volume that would have been impossible with traditional photography given their team size and constant need for quick turnovers.

What once required weeks of planning and logistics became business-as-usual:

"One of our biggest wins with Omi has been scaling the creation of still imagery, especially for 'always-on' digital needs in paid social advertising and email marketing.”

This high-quality newsletter campaign focuses on three products, each getting the spotlight throughout the content.

According to Medik8, "The platform immediately stood out for its ease of use and flexibility — it's surprisingly enjoyable (and almost addictive!) to experiment with different styles, lighting, and compositions."

5. Post-production efficiency

As most marketers know, traditional photo shoots means extensive cleanup work. With Omi, this tedious process virtually disappeared:

"Omi takes quite a few of these steps away. It's very clean and ready to go."

6. Video capabilities

Social channels demand constant video production (more than ever, and growing) — another area where physical shoots fall short.

Omi Video filled one of these gaps. "We use Omi Video for shorter, ad hoc video needs, particularly for social," allowing them to match the pace of social media without sacrificing quality or breaking the budget.

The Medik8 team needed more and more video for socials, and used Omi’s Video Maker to fill the gap. With camera paths, object movements, and dynamic lighting, they could bring their still scenes to life without physical shoots.

The verdict

"Omi has helped us adapt our workflow by giving us a more responsive and scalable way to meet the increasing demand for high-quality visuals. It's freed up internal resources to focus on bigger, more creative projects — while ensuring everyday content still meets our brand standards."

Medik8 continues to expand their use of Omi, particularly for supporting regional markets with tailored content and exploring more complex scenes with advanced lighting setups.

When asked what they would say to other companies considering Omi, Medik8's Head of Creative is clear:

"If you're looking for a flexible, efficient way to produce consistent, brand-aligned product photography and video, Omi is a powerful solution. It's easy to use, scalable, and helps free up your creative team to focus on bigger-picture work."

For a global beauty brand facing more and more demands for product visuals, Omi has become "an integral part of our creative toolkit" — transforming not just their creative process, but how they meet the relentless pace of modern marketing.