Growing up I can’t remember a child not loving the Where’s Waldo books. Well, a new Where’s Waldo is taking Instagram by storm, except this one walks on his four legs, has a wet nose and a coat of fur.

Momo, a border collie, is showing up – or not showing up (depending on how you see it) – everywhere on Instagram.

Momo’s owner, Andrew Knapp, said Momo likes to hide right before the picture is taken on his own account.

"Momo does it himself," Knapp told Mashable. "He runs off when I'm about to throw a stick and waits until I throw it, usually camouflaged in the forest."

Being a graphic designer, Knapp has the ability to diagnose what type of landscape would be appealing to the human eye, and it just so happens that Momo has the keen ability to camouflage himself in the picture.

"I love taking photos of these landscape and streetscapes, but without a subject or a sort of quirk, there was just nothing really interesting about them," Knapp said. "With Momo in them, you're forced to look at the photo for at least a second or two."

Creating the hashtag #FindMomo, Knapp has been able to capture the attention of thousands of followers who enjoy playing along in finding the cute and fun pooch. Although there is a certain amount of buzz surrounding Momo, Knapp reiterates that the dog has stayed level headed and hasn’t allowed the fame get to him like many Hollywood celebrities do.

"He's never bragged once about being a good hider," Knapp said. "He'll [still] be scared of you if you're wearing a big hat."

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