No one takes a photo of the road. They take it of the beach, the cliff, the bridge — the road is just how they got there. This campaign for BITAFAL's sustainable asphalt made that invisibility the point: four routes across Uruguay, each one leading somewhere worth remembering, with the destination framed as a small photograph pinned onto the satellite view of the road itself. The infrastructure isn't hidden behind the postcard. It's holding it up.
