Sisu was a brand your grandparents knew. The mission was to get it into younger shopping baskets – starting with a brand-new clothing line and a TikTok account that didn't yet exist. Launching an account from zero means you don't guess, you test. We went in deliberately broad: a teaser playing on the absurdity of a pastille brand making clothes, product reveals built around the collection, a sock video that turned the "Sisulla siitä selviää" line into everyday comedy, gift-guide content, and more – each one designed to tell us something specific about what this audience responds to. Sisu came out of the project with a concrete vision of what their TikTok presence could look and feel like, and the creative groundwork to build on.