How Do You Think This Awesome Effect Was Achieved?

Hi all,



I've been seeing this advert around London a lot recently and really like the effect they've used on the photos. I had a go but can't work it out.

I'm an intermediate level Photoshop user so have a basic understanding of most aspects of the programme so however you think it has been done just let me know and i'll have a go at it on a few of my own photos and post back.

Thanks for the help

David


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