How to make an effect that will be visible only on objects in the scene?

Question

Unity

https://twitter.com/klemen_lozar/status/9522191127...
Here there is an effect and a partial description of how to do it, but I can’t understand exactly how to do it. Can anyone give a hint what's what? It seems that some kind of material is made special, but I don’t understand where the pin from BumpOffset should generally go.
And on one of the gifs where he shows the effect, he controls the particle effect. Those. somewhere material with a particle effect.
A description of how to do it there, even for a unit, will do, because someone wrote what they did on the unit. For I do not understand where to start and how to do it.