hey that's a pretty simple effect to recreate.
as already suggested, google search for a picture of cracked mud. open it up in photoshop, go into hue saturation settings and play with the sliders until you get it nice and bright orange/yellow.
take a picture of - in this instance some birds - and place it over the mud picture. adjust the opacity to 40%-ish.
now open up your cracked mud piccy again. choose 'define pattern..' from the edit menu.
crop your whole image to size.
now go to bevel and emboss, select texture, apply your crack texture to your bird picture layer.
all done
oh! and to get that fade-out at the bottom? simply select your header box, and apply a manual gradient to it (transparent and white).
if any of that confused you i'll rephrase
