I WANT this effect

If it is the shot I'm thinking of, There is a ton of different ways they could achieve the effect. In camera or post in AE. Maybe a little more specific point in the video would help people know which effect you're after.
 
If it's the Bond girl thing, it's a green screen, chroma key, inverted key.
It's done on the Apple IPOD commercials , reverse keyed but with a black fill.
This is a chroma key with a 3d texture fill, molten lava perhaps.
After FX can pull it off or Primatte key fx plug in for FCP.
Cheers
 
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