We needed to create a big splash with a small booth at ATS 2026—while also refreshing and repurposing an old DSE campaign. It was originally developed to shape the market for DUPIXENT and educate about Type 2 inflammation in COPD, but needed to evolve to do dual duty to also educate about alarmins and IL-33 for Itepekimab. We leveraged the established lightbulb visual from the original campaign and made it shine in the exhibit hall. We pulled the idea through in spherical Pufferfish interactive displays that flanked the large LED sphere booth draw, creating a compact experience that drew attention and traffic, while educating about burden and three different type 2 cytokines.