Apple Giving

Creative Director, Film Director, Producer

To revitalize Apple’s internal giving program, I co-directed a series of animated videos that balanced playfulness with purpose, avoiding guilt-based messaging while encouraging participation at all levels. Using real recorded phone interviews with Apple employees as voiceovers, the hero video presented giving as accessible and persona, while three short, stylistically cohesive tutorials clarified how to use the giving site—without relying on outdated screencasts.

Anthem frame

Hero video (tap to watch)

Frame from tutorials

Mood board exploration

Explainer video example (tap to watch)

Style exploration

Anthem end card