How can I do a "close effect" in an image?

Question

I would like to know what the name of this effect: http://www.thefeebles.com/ (hover the links on the left). They are using TweenLite, but I dont know how can i do this effect!

I tried but it's not the same: http://maiconfurtado.com.br/fabio/

Anyone have any ideas?

Thanks!

EDIT: Done! my problem was the background-position: left top. I change to right top :)