I recently researched the new Halls ads. I then decided to email the photographer Matt Hoyle to see if he could offer me any other information about how the images were processed. He sent me a nice response:
first, i shoot with wide angle lens to get a slightly distorted effect.
basically my work usually consists of lighting with nice rim light around the face to get it to pop.
then i use channels to get as much contrast without getting it too contrasty.
i then slightly desaturate.
next i use high pass to sharpen the eyes and lips.
then i mask the person from the background and sometimes create a backdrop that compliments the skin or eye color.
that pretty much it.
for the halls i also reddened up the nose and added a little blue toning around the eyes. also i had a great makeup artist to start the sick look.
hope this helps.
the term is hyperreal. well, that’s at least what i get described as.