Hmm, how ’bout this:
Get a rust texture, something with a lot of dynamic range, desaturate it with Tint. Then apply levels and animate. First crush the blacks alll the way. Set a keyframe and move down and put the blacks back where they were and crush the whites until it’s all white.
Get your text layer, or graphic layer and use the levels-animated rust as a luma matte (that right?) The words should form out of nothing based on the pattern in the rust.
Next, apply Shine. You may need to precompose the above before adding Shine. Season to taste. (glow, etc.)
Best I can do, I’ve only been using AE for about a year.