Pictures on the walls

[WaiWai85]

I'm not sure what it is called, but it entails replacing billboards / posters on walls with your own photos and stuff, while keeping the same reflection/lighting/exposure of the original posters.

Here is an example, it really caught my eye: http://static.flickr.com/50/140625334_7085336643.jpg

Anyone know how to do this?

Thank you in advance.