Merck took part in a SIN conference to talk about its product and solutions for Multiple Sclerosis patients. The brief requested a focus on the concept of “personalised treatment”. The metaphor of a tailor was perfect but needed to be displayed in an original way. How? By transforming the set-up into a real tailor’s workshop to transform the metaphor into visual reality via a 3D effect. It is the message that becomes the scenography with multisensorial stimuli to engage doctors. Putting it briefly: a “tailor-made” show.