Help flexed Image and 3d Scrolling effect?

flex and scroll images

Hello, I’m trying to create a similar scroll effect to this example above. I would really like to know how I can get the flexed image effect where the image container is flexed up and down in the middle. Almost looks like the physical image is being bent in by both sides.

I know the scroll is possible within the 2d & 3d transform options but I’m not sure which settings I should be entering to have the same effect as the example.

Anyone who can provide some guidance on either of these effects would be great!