We imagine scientific conferences to be full of long, dragging speeches where it is easy to lose an audience along the way. But that was before. Before we created, for BMS Laboratories, a life-size hologram video in 3 sequences with spectacular effects. In addition to the “wow” effect, all the information on the effectiveness of first-line treatment for Chronic Myelogenous Leukaemia (CML) is communicated loud and clear. The video displays a range of results, and highlights the laboratories’ patient-centric approach.