New York City-based photographer Eli Schmidt regularly posts new work on his Facebook and Tumblr pages, and sends out email blasts to his contacts. Schmidt’s recent collaboration with the young singer-songwriter Sky Ferreira and professional hair care brand Redken has received more attention than usual. Websites for Vogue UK, New York Magazine’s The Cut, Oyster, Lucky and loads of other beauty/fashion blogs have posted about the project. “MTV also grabbed the images,” Schmidt told PDN via email. “I’m honestly surprised by the response. I post work all the time and it’s rare to get this kind of response and attention.”

Schmidt was hired by Redken to shoot behind-the-scenes images from a two-day video shoot. Ferreira is the new face of Redken and it was their first project together. The video shoot is based on “24 hours in the life of Sky,” as she wakes up, gets her hair ready, gets prepped for a photo shoot, visits the recording studio, and takes off on a motorcycle for an event at night. The stills Schmidt produced are mainly used for web and social media to help promote the project. The video will be released mid-February 2014.