telling with a cohesive brand narrative. At the center, an immersive theater anchored the experience, showcasing Elanco’s commitment to the veterinary community, while four surrounding product zones acted as chapters within that story. Elanco, a global leader in animal health, and its marketing agency, MERGE, partnered with Hamilton Exhibits, Indianapolis, IN, for VMX 2026 with the goal of reimagining what it means to “Go Beyond”. The experience needed to move beyond showcasing individual products and instead communicate Elanco as a comprehensive partner to veterinarians, spanning research, education, wellness, and societal impact. Hamilton and MERGE created a journey-driven environment that balanced product story. (Web Site) www.hamilton-ex.com