ABS Through Her Lens: Working With Mercedes-Benz
2026
Culted X Mercedes-Benz
Creative | Production
[YEAR]
[CLIENT]
[SERVICE]
Mercedes-Benz has spent decades redefining automotive engineering. But for Driven by Her, the focus wasn’t on the technology itself – it was on the stories and creativity it continues to inspire.
Created for International Women’s Day in partnership with CULTED, the campaign paired pioneering female creatives with some of Mercedes-Benz’s most influential innovations, inviting them to reinterpret engineering through their own craft.
For this chapter, the spotlight fell on ABS (Anti-lock Braking System), first introduced on the Mercedes-Benz W116 in 1978.
Working with photographer Holly-Marie Cato, we turned one of the brand’s greatest safety innovations into a visual story.
Inspired by the pioneering journey of Bertha Benz, Holly created a photographic series documenting a road trip through South London. Featuring local business owner Zura of Duda Diner, the series celebrated community, movement and the moments that bring people together.
Just as ABS gives drivers confidence and control behind the wheel, Holly’s photography explored the quieter moments that create balance, connection and a sense of belonging.
Tilly Redshaw
Kyle Singh
Milo Clare
Holly-Marie Cato
Johnny Fonesca
Vanya Chulkov
Lara Nasamu
Morgan Zaky
Peter Grunert
Solela Malila
Zura Hakeem
[TEAM]
Creative Director
Account Manager
Senior Producer
Photographer
AC
DOP
Hair & Makeup
Production Assistant
Hero Car
Talent
Talent