How can I make this effect

Place your images and the text.

Text > Create Outlines

Draw a rectangle and color it differently

Close open gaps between the letters with lines.

Select the outlined text and the connector lines and the rectangle and take the shapebuilder tool

Fill the upper part with yet another different color. Fill all the parts with that color that you want the image in

When done, select one of the parts of the initial rectangle that need to be gone. Select > Same > Fill color

Delete

Select all the parts that should be filled with the new image (you can use Select Same for that as well)

Connect them with the Pathfinder panel. If there are parts that do not join, then you need to make a compound path in addition

Put the second image below this shape.

Make a clipping mask

https://youtu.be/7td9noRvIJE