how to flip a swf?

how to flip a swf?

I am looking at http://lab.smashup.it/flip/

How can i flip a flash element like the graph shown in here http://www.maani.us/xml_charts/index.php?menu=Gallery&submenu=3D_Column

I tried to change the value of content. But what should be the correct value of the content of the below : 

$("#flipbox").flip({
 direction:'tb',
 content: ????
})




or is there another way to flip a swf?