<div class="container1">
  <img src="https://i.telegraph.co.uk/multimedia/archive/02227/bristol_2227246i.jpg" width="100%" height="auto">
  <div class="filter1">
  </div>
  <h1>This is an image</h1>
</div>

<div class="container2">
  <img src="https://i.telegraph.co.uk/multimedia/archive/02227/bristol_2227246i.jpg" width="100%" height="auto">
  <div class="filter2">
  </div>
  <h1>This is an image</h1>
</div>

.container1,
.container2 {
  position: relative;
  width: 600px;
}

img {
  display: block;
  width: 100%;
}

.filter1,
.filter2 {
  position: absolute;
  top: 0;
  width: 100%;
  height: 100%;
} 

.filter1 {
  background-image: linear-gradient(
      rgba(180, 0, 25, 0.4),
      rgba(180, 0, 25, 0.8)
    );
  transition: all .3s ease-in-out;
}

.filter2 {
  background-image: linear-gradient(
      rgba(0, 0, 100, 0.4),
      rgba(0, 0, 0, 0.8)
    );
  transition: all .3s ease-in-out;
  opacity: .7;
}

h1 {
  position: absolute;
  top: 50%;
  width: 100%;
  text-align: center;
  color: white;
  text-transform: uppercase;
  letter-spacing: .04em;
  transition: all .3s ease-in-out;
}

.container1:hover {
  .filter1 {
    opacity: .7;
  }
  h1 {
    transform: translateY(-10px);
  }
}

.container2:hover {
  .filter2 {
    opacity: 1;
  }
  h1 {
    transform: scale(1.1) translateY(-5px);
  }
}