[TowerFan]

Zippa, attached is a really quick and REALLY dirty example of the morph technique. You can grow and shrink the opposite rolls at the same time while tracking where the paper attaches to the rolls.

Just load the object into Layout, go to the object's properties, deform tab, add Morph Mixer from the Add Displacement drop down, double click Morph Mixer, control the shape with the slider.

The texturing is a bit above my head but I'm sure there is a way to animate it along this shape.

Cheers to Worley! Great products, great service. Once you use FPrime you wonder how you ever lived without it.