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Trying to achieve something like this text treatment, but not sure where to start.

enter image description here

https://www.pinterest.com/pin/355573333059851007/

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You can use a displacement map in Photoshop.

All you need is a greyscale image to use for the displacement; which you need to save as a PSD in greyscale mode (Image → Mode → Grayscale). Then go to Filter → Distort → Displace... on the layer you want to distort, hit OK and choose your displacement image PSD.

Take this quick example:

enter image description here

With this as a displacement map:

enter image description here

Which gives us this:

enter image description here

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