Momo, a black and white border collie, is not specifically adapted to blend in with his surroundings, but he sure does a good job of it as Instagram users are finding out.

Andrew Knapp Find Momo on Instagram Goes Viral

This is Momo. (Photo: Andrew Knapp/Instagram)

A feature by Mashable about the viral craze describes #FindMomo as “the real-life version of Where’s Waldo?

Momo’s owner Andrew Knapp, an Ontario-based graphic designer, takes photos of the dog, which he said frequently hides himself in the landscape, and posts them online via Instagram for everyone’s enjoyment.

“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, according to Mashable. “With Momo in them, you’re forced to look at the photo for at least a second or two.”

See if you can spot Momo in these photos:

Andrew Knapp Find Momo on Instagram Goes Viral

(Photo: Andrew Knapp/Instagram)

Andrew Knapp Find Momo on Instagram Goes Viral

(Photo: Andrew Knapp/Instagram)

Andrew Knapp Find Momo on Instagram Goes Viral

(Photo: Andrew Knapp/Instagram)

Andrew Knapp Find Momo on Instagram Goes Viral

(Photo: Andrew Knapp/Instagram)

Andrew Knapp Find Momo on Instagram Goes Viral

(Photo: Andrew Knapp/Instagram)

Andrew Knapp Find Momo on Instagram Goes Viral

(Photo: Andrew Knapp/Instagram)

Andrew Knapp Find Momo on Instagram Goes Viral

(Photo: Andrew Knapp/Instagram)

Read more about the finding Momo’s popularity in Mashable’s feature here. Stay up to date with new Momo pictures on Knapp’s Instagram here.