This is created from two shots of some pink paper strips layed on pink cloth. The first shot is a straight capture whilst the second is shot through a very rough old red gell. This is done without moving anything thus the gell picture can be registered with the straight shot.
Stacked them in PS (gell shot on top). Changed layer blend to luminosity. To get the glow I copied the gell layer again and changed it to overlay whilst reducing to around 50%. After that it was resize, sharpen and save for web.
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My first impression is that it was dark. It doesn't look like photography, more like a graphic design. This looks pretty difficult to achieve photographically. I'm guessing its paper with some special lighting to make it glow. Its intriguing.