I layered a mirrored gradient of dark blue set to multiply on the corners to accentuate the pandas face and name. I blended duplicate layers of the background with a glowing edges filter on one of them (layer 0 between the other two) and a soft light on the top one.
I made a knockout on the word balloon. The red panda was disappearing around his dark areas so I gave him a little orange glow.
Background street - http://frozentime.org/new-year-in-london-2008-2009-255.htm
Red panda - http://izismile.com/2010/03/24/exotic_red_panda_or_ldquoshining_catrdquo_22_pics-7.html