TOMSEN is a European snow skates brand selling direct-to-consumer across the Czech and Slovak markets. Snow skates — a crossover between skiing and skating that lets you ride snow without bindings — occupy a niche but growing segment of the winter sports market, with a passionate audience and a seasonal window that makes efficient, high-impact advertising essential.

With a wide product range spanning multiple SKUs, a tight seasonal timeline, and plans to run across Meta platforms in two language markets, TOMSEN needed more than individual ads — they needed a complete visual system that could scale without degrading. Houbi Studio was brought in to design, develop, and deliver that system.

The Challenge

The tension at the heart of any high-volume e-commerce advertising project is the same: quality versus quantity. To cover a full product catalogue across multiple formats — static, carousel, collection — in two languages, on a tight timeline, you either accept a drop in visual quality or you build a smarter system.

TOMSEN's previous approach had been ad-hoc: assets created one at a time, with inconsistent visual language across the range and no clear framework for scaling. The result was a feed that felt fragmented — products presented without a coherent brand story, and creative that did not do justice to the product's genuine appeal. In a category where lifestyle aspiration is a core purchase driver, that inconsistency costs clicks.

The additional complication was localisation. Czech and Slovak audiences share significant cultural overlap, but copy, tone, and occasionally visual references need to be handled separately. The system had to accommodate both markets without doubling the workload.

Our Approach

The answer to the quality-versus-quantity problem is always the same: build once, deploy many times. We designed a modular ad creative system — a visual framework with enough structure to ensure consistency and enough flexibility to accommodate every product in the range.

The visual language was built around bold, winter lifestyle photography that places the product in context — on snow, in motion, in the hands of real riders — rather than presenting it against a sterile white background. Clean, confident typography with a strong product-price hierarchy made the value proposition legible at a glance on mobile screens. The compositions were built mobile-first throughout, reflecting the reality that the vast majority of Meta ads are seen on phones, often in two-second scroll windows.

Once the core visual framework was established, the modular system allowed us to produce the full product catalogue by adapting the template rather than rebuilding each ad — dramatically accelerating output without sacrificing the quality of the individual executions.

Key elements included a modular visual template built for speed — swap the product, adapt the copy, maintain the brand; bold winter lifestyle photography anchoring the brand in the sport's culture; mobile-first composition with thumb-stopping visual hierarchy for Meta placements; static, carousel, and collection ad formats covering the full funnel from awareness to conversion; and copy adapted for Czech and Slovak markets with localised tone and messaging for each audience.

Results

The campaign drove a 50% increase in direct website sales for TOMSEN across the European market — a result that reflects not just creative quality, but the strategic advantage of a well-built system. High-volume output was maintained on schedule and within budget, and brand consistency held across every ad in the range.

50% increase in direct website sales across the European market during the campaign period.

Perhaps more importantly, TOMSEN now has a reusable creative infrastructure. The system we built can be adapted for new product launches, new seasons, and new markets without starting from scratch. For a DTC brand with limited internal design resource, that kind of scalable framework is a compounding asset — one that delivers returns beyond the initial campaign.

For e-commerce brands preparing seasonal campaigns, this project demonstrates why thinking in systems rather than individual ads is almost always the more effective approach. The creative investment is similar; the output quality and consistency — and the business result — are significantly better.