Fuser is a video game that allows anyone to become a DJ letting players create their own music. Since most people may feel intimidated about the idea of becoming a DJ, to overcome this challenge, Goodby Silverstein & Partners launched a campaign called Unexpected DJ's that featured celebrities like David Hasselhoff, Jonathan Van Ness, and others who were the most unlikely DJs, demonstrating how the individuality creates a unique spin on the game. The videos received 25M completions and 25.3K social mentions.