Disclosed herein are a system and a method that use a background model to determine and to segment target content from an image and replace them with different content to provide a composite image. The background model can be generated based on image data representing images of a predetermined area that does not include traversing content. The background model is compared to image data representing a set of captured images of the predetermined area. Based on the comparison, portions of an image that differs from the background model are determined as the traversing content. A target content model is used to determine the target content in the traversing content. The target content determined in the images is replaced with different content to provide a composite image.