Multi level zoom menu

Hi,

Would anyone have any tutorials on how to create a multi stage zooming menu like in the following demo links?

[color=#22229c]http://www.bbdo.com/[/color]

[color=#22229c]http://www.saturday-london.com/[/color]

Is this done with actionscript or manually tweening several clips? I can’t quite seem to get my head around zooming in and out of several layers. I am currently looking into the Laco tween class as a possible solution, but I was hoping that someone might already understand how to achieve this effect.

Any suggestions appreciated
Regards
NTD