tendrils/tentacles/ooze

I’ve asked about similar things before and not got much help, so i wont hold my breath, but does anyone have any idea how to build and animate tendrils enclosing an object such as in this video at 0:40
http://www.youtube.com/watch?v=jXa1nqMWRJ4
or this video at 2:06
http://www.youtube.com/watch?v=7n01E7M8HTM

its doesn’t have to be as complex as these, but just to give you a general idea of the rough effect i’m going for.

I’ve tried using animated curve paths and also shrink wrap modifier but it just starts getting too fiddly or looks rubbish…
any ideas?

The mesh that becomes the mask? It looks to me like a modeled mask not a shrink wrap. gotta know what the end result is to look like.