I think you'd have to create an animation like this in a 3D package, such as Blender, save it as a Quicktime video, then import it into Flash as embedded video within a movieclip.
You could then tween the movieclip playhead forward or backward to run the animation.
blender.org has links for downloading the software (it's free), and tutorials for creating the models and animation.
The Flash side of it is actually the easy part.
You just need to give the movieclip that contains the embedded video an instance name, then add event listeners and handlers to it.
TweenMax is an excellent tweening class that allows you to easily tween the playhead forward or backward with a single line of code.
This would allow you to "roll up" the image by moving the playhead forward, or "unroll" the image by moving the playhead backward.
You're probably going to have to spend some time learning the basics of Actionscript 3.0 if you intend to build a complete application.
"Learning ActionScript 3.0" by Shupe and Rossser is an excellent book for beginners.
I actually have played with blender in the past, but have never seen a way to do roll ups... and i have done a few video things in flash, so i can handle that part, my concern is how do i get blender to roll something up? i dug thru their tutorials, and i don't see anything that comes close