Post Production Effect Seen in Ads.

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Old 01 January 2014   #1
Post Production Effect Seen in Ads.

I was just wondering if anyone could provide any insight on how this effect is achieved?



I understand there is dodging and burning involved. I usually create a 50% gray filled overlay layer and paint white and black over top of it.

I'm missing a step though, but I can never achieve this surreal feeling seen above.

Here are some more examples:








Thanks for anyone who replies!
 
Old 01 January 2014   #2
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