To boost awareness and participation in Apple’s Employee Stock Purchase Plan (ESPP), I led the creation of a campaign that aimed to simplify complex stock concepts in a clear and approachable manner. This was especially important for younger audiences.

Following in-depth conversations with dozens of employees, it became evident that the existing materials were too dense and confusing. 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 informed the tone and clarity throughout, and the campaign, which culminated in a refreshed landing page I advised on, led to a considerable increase in ESPP sign-ups within a year of its launch.