Some messages need more than a sign or screen to make people stop and see the story differently. At The MAGIC Foundation’s 32nd Annual Convention, held July 23–26, 2026, in Lombard, Illinois, one campaign turned an often-overlooked health issue into something attendees could see right in front of them. The annual event brings together a community centered on children’s growth and endocrine disorders.
Working with twelvenote, the agency helping bring the concept to life for its client Ascendis Pharma, Interactive Entertainment Group provided a fully customized Proto Hologram for the GHD in Girls campaign. The goal was specific: create a visual experience around pediatric growth hormone deficiency (pGHD) and the ways it can go unnoticed in girls.
Making an Overlooked Issue Visible
The creative idea was deceptively simple.
Inside the Proto, familiar childhood scenes played out at school, on a soccer field, at a birthday party and walking alongside a parent. In each setting, one child appeared differently: a glowing silhouette surrounded by everyone else.
That visual became the through line of the experience.
The GHD in Girls campaign highlights that pediatric growth hormone deficiency affects boys and girls, yet girls may be less likely to receive appropriate evaluation, diagnosis or treatment. Campaign materials point to disparities throughout the process, including fewer girls being brought in for medical evaluation and undergoing growth hormone testing.
Rather than asking attendees to absorb that message through clinical copy alone, the holographic content gave it a visual shorthand: who might we be overlooking?
The Proto Became Part of the Story
The technology mattered because it supported the creative instead of competing with it.
Our Proto Hologram can display lifelike people, objects and other visual content within a dimensional holographic environment. For this activation, the illuminated silhouette appeared with a physical presence inside the unit, giving the campaign imagery an entirely different scale than it would have had on a traditional monitor.
The repeated scenes also made the message immediately understandable. The glowing figure could be seen alongside classmates, teammates, family and friends, placing the conversation around pGHD within everyday moments rather than separating it from them.
There was a reason to look closer.
Custom Branding From Every Angle
The exterior of the Proto was designed as part of the activation, not an afterthought.
A full custom wrap carried the GHD in Girls identity across the front, sides and back of the unit. Messaging included lines such as “See where she stands,” “She’s just petite,” and “She’s a late bloomer,” connecting directly to assumptions the campaign was created to challenge.
QR codes gave attendees a direct path to additional information, while the side panels expanded on the idea that pediatric growth hormone deficiency can affect health beyond height. The back panel continued the story with additional campaign language, giving the unit purpose from nearly every viewing angle.
The result felt less like technology placed inside an event and more like a physical extension of the campaign itself.
When the Medium Supports the Message
Experiential technology works best when it has a clear purpose.
Here, the Proto wasn’t used just for visual impact. It helped translate the campaign’s core idea into something instantly understandable: a child who might be overlooked became the most visible figure in the scene.
That alignment between concept, execution, and technology is where experiential becomes powerful.
For twelvenote and Ascendis Pharma, the activation extended the campaign into the convention space without losing its message. For attendees, it offered a new way to engage with an important conversation.
It also showed how effective customization can be when every element—from the content inside the display to the exterior graphics—is working toward the same goal.
twelvenote, now /prompt, is an independent marketing and communications agency focused on helping brands develop creative, strategically grounded campaigns. For this activation, the agency helped translate the GHD in Girls campaign into an experiential concept for Ascendis Pharma.
Ascendis Pharma is a global biopharmaceutical company developing therapies across areas including endocrinology rare diseases. Its work is built around its TransCon technology platform and a focus on improving treatment options and experiences for patients.
The MAGIC Foundation is an advocacy organization that provides education, resources and support to families of children and adults affected by growth and endocrine disorders. Its annual convention brings families, advocates and medical experts together for education, connection and access to resources.
