I'd class him as a Photoshop artist and the work is interesting, but appropriating old ideas a little too literally for my liking. Really like the fish image though - can imagine it as a Shimano advert in a magazine spread.
There is definitely a great deal of this kind of work being produced in advertising photography, but you don't often see it breaking into the art world because the 'media' (digital art/photography) is too much of a grey area.