What is needed in order to make a face effect like in a video advertisement for a Haval car?

Question

Video

I have never done video editing or effects before. And so, for now, I have no idea where to start.
In general, you need to make a face effect like in an advertisement for a Haval car.

I suppose everything can be implemented in the After Eff program. But I don't even know what this effect is called...
Perhaps, someone faced such tasks? Who will tell you what to build on, what tools will be needed? Maybe there are video tutorials on the Internet to create a similar effect?
Thank you all in advance for your replies!