When COVID hit, production across creative industries was shut down, forcing creative professionals to find new and innovative ways for the show to go on.
For Martin Dionne, the challenge was also an opportunity to innovate. Founder and Creative Producer at Prëmo Inc. and a student in McGill’s Professional Development Certificate in Executive Production in Creative Industries, Martin had taken on beachwear brand SegSea as a client with the aim of promoting the company’s new line to be released in the summer of 2020. COVID dashed their plans for a live fashion show, which, for Martin, meant that it was time to reinvent the runway.
Martin already had a breadth of experience in event marketing and production under his belt, but producing an event solely for digital channels was something that he hadn’t tackled before. “Entrepreneurs are the ones who see opportunity through chaos and this was the perfect time to spark conversations and innovate,” he says.
The Reggae Runway by SegSea went live in July with some impressive results:
- The fashion show was was shared on 15 media channels.
- SegSea sold $17,752 of the new line in the first 2 weeks after the broadcast .
- Total sales directly related to the show hit $25,000.
We sat down with Martin this summer to hear about his experience, get his thoughts on production and entrepreneurship in a COVID world, and learn how McGill’s Professional Development Certificate in Executive Production in Creative Industries helped him make the launch of his client’s new line a success.
Check out the full video to hear the conversation.
Learn more about Martin’s work on Instagram @Energy.Martini