To boost awareness and participation in Apple’s Employee Stock Purchase Plan (ESPP), I directed a campaign that aimed to simplify complex stock concepts in a clear, approachable way.

After in-depth conversations with dozens of employees, it became clear that the existing materials were too dense and confusing, especially for younger audiences. Therefore, I proposed an animated explainer video featuring colorful 3D visuals and voiceovers from real Apple employees, which helped ground the content in authenticity. Ongoing feedback loops with staff shaped the tone and clarity throughout, and the campaign and refreshed landing page drove a considerable increase in ESPP sign-ups within a year of launch.