Phil BeansThe Archive.

The archive / Creative production

My Transition
Zone.

A creative concept and film for Volvo Canada.

Client
Volvo Canada
Project
My Transition Zone
Vehicle
Volvo XC60 Hybrid
Role
Creative Direction & Production
+ Behind-the-scenes photography
Cinematography
Christoph Benfey

01 / The pitch

From an idea
to a production.

This project began with an idea I developed for Volvo Canada. I pitched the concept, secured the opportunity, and took it through production as creative director and producer.

It brought together two sides of the work I enjoy: developing a creative idea and making the commercial case for it. Selling the concept was the beginning; producing the film meant carrying that idea through the logistics and execution, too.

A white Volvo drives along an autumn road with a camera rig attached to its hood.
The hood-mounted camera rig in motion.

02 / The idea

A transition zone,
reimagined.

In a triathlon, the transition zone is where an athlete switches disciplines and prepares for what comes next. I realized for athletes in training, their car already serves that purpose. That’s where the idea crystallised: the Volvo as their everyday transition zone.

A cyclist rides along a misty road bordered by autumn trees.
A cyclist passes a parked white Volvo with its tailgate open.
A white Volvo beside an athlete with a bicycle near the water.

03 / The film

My Transition Zone.

A Volvo Canada film.

Creative Direction & Production
Zlatan Dujsic
Cinematography
Christoph Benfey

04 / The production

Bringing the idea
to life.

I served as creative director and producer, with Christoph Benfey as cinematographer and two assistant directors on set. My role connected the concept we had pitched with the work of bringing it to the screen.

A camera operator follows a swim-capped athlete towards the water beneath an umbrella.
Following the athlete into the water.
Crew shelter camera equipment beneath an umbrella in the water as the athlete swims nearby.
Camera in an aquarium for the split-level shot—half above water, half below.

The film is the finished piece. These photographs show the production, the people, and the work around the frame.

Keeping pace.

Christoph on a OneWheel, riding alongside the athlete, keeping the camera moving with the action.

A camera operator reflected in the side mirror of a vehicle on an autumn road.
A camera operator rides a OneWheel while filming alongside the cycling athlete.
Keeping pace with the cyclist.
A front view of a camera operator holding a stabilised camera while standing on a OneWheel.
A camera operator on a OneWheel tracks the cyclist beside a lakeside wall, with another crew member at left.
The athlete leans forward over the handlebars while cycling beside the water.

The camera comes along.

We equipped the Volvo with a hood-mounted camera rig to capture dynamic driving footage.

A crew member stands beside the parked Volvo and hood-mounted camera rig in an autumn clearing.
A crew member adjusts suction-mounted equipment on the Volvo hood.
A crew member works on the stabilised camera mounted above the Volvo hood.
Crew work beside the open door of the Volvo with the camera rig mounted on the hood.

For me, this project brought the whole process together: developing the idea, pitching it, and producing the film for Volvo Canada.

Production credits

Client
Volvo Canada
Project
My Transition Zone
Creative Direction & Production
Zlatan Dujsic
Cinematography
Christoph Benfey
Camera Assistants
Brad Scholl & Andrew Johnston