this is a bit of a rambling video but I hope you find it useful.
I was working on an ident recently where I needed some geometry to have an undulating surface and when it was done a few people asked how I had done it.
It's a pretty simple technique and probably obvious to some but if you don't use deformers much this might help you to get experimenting.
Something I should have mentioned in the video is to try experimenting with different noises and scale, as you will get very different results.
If you want to see my cineware technique leave a comment and I'll see how popular an idea it is.