TJ can be a bit of a squirmy wormy as well. I just go with the flow, and even though he doesn't always "seem" calm, I keep talking quietly, reading the book, etc.
Apart from reading a book and rocking, he loves to play with my hands and I gently move or waggle my fingers in front of him. This keeps him fascinated, as does gently clapping out rhythms.
We also walk around the house and look at pictures of friends and family on the walls, or just the paintings.
Finally, though I find he doesn't particularly like to be swaddled, I often do a one-handed swaddle and place him in his cot and gently rock him back and forth (really kind of jiggling) by pushing on him before I leave him to go to sleep.
I think that some babies have two modes: on and off!!
In contradiction to this, I do find that by persevering with the wind-down activities, he has figured some of them out and now knows that it is time to relax....