Which one are you?
The pattern
This still is filed under House ad as portfolio.
Define
The firm advertises itself by showing the work, not by describing the work.
Mechanism
Proof by exhibit. The portfolio is the claim. Captions stay short. The pieces carry the argument.
Verdict
We sell craft and the buyer can judge from examples.
Why it works
The ad runs a consumer ad and a trade ad inside the same layout: the roman columns are the O'Sullivan case as the public saw it, and the indented italic paragraphs at the end turn the whole thing on the reader. The consumer half works by making an invisible cost measurable - 8,000 shocks a day, 600 tons in two miles - which converts a vague ache into a quantity worth spending money on. The figure drawings answer the headline before the copy does: every occupation is on the pavement, so the exclusion the reader is looking for does not exist. Then the close does its real job with three short sentences that move from the client's want to the reader's want to the reader's failure to communicate it, ending on a question the reader cannot answer yes to.
Steal this when
Use this when the case study you are showing is more famous than the lesson you want drawn from it. Tell the case straight in the main voice, then switch typographic voice for three short lines that transfer the case to the reader and end on a question about his own business.