Celebrity hairstylist Chaz Dean and maker of Wen is now the subject of a documentary short.

For years, Dean was bound by contractual duties and unable to advertise his hair and skincare line, Wen, and drummed up a creative solution: billboards. Since 2000, he’s regularly updated his advertisements with new images of himself, piquing the interest of drivers and passersby with his various hyper-stylized self-portraits.

In this documentary created and directed by Scott Lazer, Dean reveals his process of creating one of his billboard campaigns – from inspiration through production and exhibition – while sharing what it’s like to maintain an image in Tinseltown.

Watch the video here.