One of my favorite baits for pike and sometimes musky , is the old magnum Rapalas. You can twitch them like walking the dog baits and they pause and spin, stop and change directions, as long as you keep them moving in an erratic way the pike go insane. They follow them, strike and if they miss they keep on striking I have seen them strike 10 times before getting hooked. If I was to build a rolling bait I would copy the magnums and they have a pike like shape so it would be easy to paint them in a pike pattern. We use to call the action " The Dying Flutter"