In the After Effects project we made an animated transition from the text to the striated text in the "Bump Map" layer. In order to give a more gloopy feeling, we then animated a blur for the entire bump map layer in "Bump Map Blurred" layer.
In the "Latex" layer we apply Shade/Shape, using bump mapping only. By animating a lighting model from full ambient to a more interesting lighting model, we get an animation that goes from the original picture to a bumpy, latex-ey sort of effect.
Of course you can replace "picture.tiff" with the picture of your choice!
Some notes on examples:
On occasion After Effects can't find the source files (even though they
are right there on your disk in the same folder). If this happens
to you, use "Replace Footage" in the file menu and replace the footage
with the file of the same name in the folder of the example.