Red/Aqua color effect, saw this in a magazine

[Nick Reiter]

Anyone know how to achieve this effect? Is it just isolating different colors in Curves and making a mask with a gradient? Sorry for the small thumbnails, it wont let me resize, here's the link to the magazine if you want better resolution. All the outdoor shots were edited with the effect.

(I can't post links yet since I have less than 5 posts! so you have to google Moosejaw Winter 2011 Catalog. 3rd link down. Then click the link on that page)

Thanks all,

Nick

[RedneckR0nin]

They just look desaturated and a gradient used on the background to me