To boost awareness and participation in Apple’s Employee Stock Purchase Plan (ESPP)—especially among younger employees—I led the creation of a campaign that aimed to simplify complex stock concepts in a clear, approachable way. Following in-depth conversations with dozens of employees, it became evident that existing materials were too dense and confusing, so I proposed an animated explainer video featuring colorful 3D visuals and voiceovers from real Apple employees, helping ground the content in authenticity. Ongoing feedback loops with staff informed the tone and clarity throughout, and the campaign—capped with a refreshed landing page I consulted on—led to a considerable increase in ESPP signups within a year.