Andrew Knapp (AOK) is a designer and photographer from Canada. One day while walking his border collie Momo, he noticed his dog’s tendency to hide rather than return when fetching things. With a keen photographer’s eye, Knapp saw the potential and #findmomo was born on Instagram.

The concept was a hit and Knapp and Momo have quickly amassed nearly 50,000 followers. Since the explosion in popularity a website has launched (gofindmomo.com) and prints are now available with $2 going towards the local SPCA with every purchase.

It’s a fun photo series and finding Momo can be a real challenge in some of the shots! Keep in mind the project began on Instagram so most users are searching for the collie on their smartphone not on a desktop 🙂 Good luck!

[via Colossal]