Apple Veil

The Ask:

Connect an audience to a product or service from a brand you choose in a way that wasn’t possible three years ago.

Insight:

People want the convenience of digital identity and transactions, without giving up control of their personal data.

Idea:

Incorporate zero-knowledge proof technology into Apples digital wallet to help protect people’s privacy when completing everyday tasks.

Awards 🏆

Cannes Future Lions Shortlist

Role

Art Dirctor and Copywriter

Client

Apple

Case Study

How Zero-Knowledge Proof Technology Works:

Step 1: The prover randomly chooses a question and sends the answer to the verifier

Step 2: The verifier selects another question from the set as a “challenge”

Step 3: The prover calculates and returns the answer to the challenge

Step 4: The verifier uses the response to verify the prover’s access to information

Step 5: Repeat the action until the verifier is satisfied with the answers

What Apple Veil Looks Like:

OOH

Activation

Apple would throw a “Zero Proof Party” to celebrate the launch of Zero-Knowledge Proof (ZKP) tech in its products. Early adopters of Apple Veil will get exclusive invites via the Invites app, which can be added to their ZKP card and scanned at the door to enter.