Set this layer’s blend mode to Hard Light.
If you’re unsure what blend modes are, what they each do, or which one to pick; I wrote a tutorial on this a while back – Found Here
Now, to add a photo filter. Layer > New Adjustment Layer > Photo Filter.
Pick Cyan and density of around 85-90%, then Ok.

We need to fill the mask of this adjustment layer with black, so Shift + F5 and pick black at 100%.
Take a white brush with a soft edge and opacity at around half and start to paint over the background – avoiding the model and the yellow signs.
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