It seems to just be a switch to a blurred version of the pic, and then a fading in white mask. But I tried it and it just doesn't look the same. I used a maxed out "smart blur" in photoshop. Any ideas?
Actually you could do it with one sharp picture and one blurred picture. On rollover it would alpha tween the sharp picture out, then it would tint the blurry picture to white.
I looked at it carefully and it's made up of three pictures or more (I think) and there looks to be a normal picture, a blur picture and a white burn picture then you alpha fade it.
Yes, it very well could be three files, but there doesn't need to be. I did the following file with a single 3D image I did and only actionscript. No tweens.