Crash Course In The Crumple Zone: Mercedes Art Car
2026
Culted X Mercedes-Benz
Creative | Production
[YEAR]
[CLIENT]
[SERVICE]
The Starting Line
Mercedes-Benz has always been driven by innovation. For International Women’s Day, the brief was to tell that story in a completely different way.
Rather than talking about engineering, the campaign explored how automotive innovation can inspire creativity, partnering with female artists to reinterpret some of Mercedes-Benz’s most influential inventions.
Rolling Out
Working alongside CULTED, we brought together contemporary creatives with iconic pieces of Mercedes-Benz engineering.
The first chapter focused on the legendary crumple zone. Instead of explaining the technology, we invited artists to respond to it through their own medium.
Sound artist Ruthlss transformed the sounds of the W111 into an original composition, while automotive artist Rae Roberts visualised the unseen movement of energy across the bonnet through paint.
Together, they turned engineering into art.
Tilly Redshaw
Kyle Singh
Milo Clare
Rae Roberts
Ruthlss
[TEAM]
Creative Director
Account Manager
Senior Producer
Talent
Talent