McGill Alert / Alerte de McGill

Updated: Fri, 07/12/2024 - 12:16

McGill Alert. The downtown campus will remain partially closed through the evening of Monday, July 15. See the Campus Safety site for details.

Alerte de McGill. Le campus du centre-ville restera partiellement fermé jusqu’au lundi 15 juillet, en soirée. Complément d’information : Direction de la protection et de la prévention

(VIDEO) Reinventing the Runway: Marketing and Creative Production in the Age of COVID

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Is it possible to reinvent the runway? Founder and Creative Producer at Prëmo Inc., Martin Dionne, tells the story of how he took a live fashion show online to drive marketing results for SegSea in the summer of 2020.

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.


Video thumbnail: Reinventing the Runway


Learn more about Martin’s work on Instagram @Energy.Martini


Discover McGill’s Professional Development Certificate in Executive Production in Creative Industries at


David Kynan

Currently Acting Director of Marketing and Communications at McGill School of Continuing Studies, David Kynan has over 15 years of experience in service marketing and a proven track record for results in digital marketing, social media, copy and content writing, event planning and management, and public relations. He is currently completing his MSc in Marketing at HEC Montréal and speaks English, French, Spanish and German.

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