Disturbing London, the boutique cultural consultancy co-founded by Tinie Tempah, has been on the creative scene in the worlds of music and nightlife for more than a decade.

But with the reveal of its Smart car and accompanying campaign, it is beginning to cement itself as a worthy alternative to the traditional agency offering.

Disturbing London’s relationship with Mercedes and Smart began in a slightly more rock ‘n’ roll fashion than a pitch request. The two were first introduced through the auto brand’s sponsorship of London Fashion Week, but – so legend goes – the musician was already a fan: he used to drive a Smart car before he made his name with Pass Out in 2010.

Disturbing and Smart officially collaborated back in 2015 for a series of digital films and events. The idea of the consultancy actually designing a car was a “natural” evolution, according to Krishan Bodhani, head of Smart.

“The Smart brand is one of the youngest automotive brands in the industry and we’ve always tried to do things quite differently – we want to become pioneers in urban mobility,” he said. “But I think where the fit really lies is we share the same philosophies in terms of innovation, and attracting a younger, more millennial audience, which opens up the door in terms of the appeal of the brand to a wider customer base.”

The final product of this arcing collaboration – the cars themselves – have been designed and marketed under the banner of ‘The Art of Simplexity’, an ethos that comes straight from the millennial consumerist attitude of the Disturbing London team.

“We’re always talking about how we personally buy things today,” explained Sandy Cheema, the creative director of the #smartdisturbslondon project. “We like a muted luxe vibe, we like quality, we like limited edition, and so does the kind of the audience that we communicate to.”

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