Camouflage – or “camo” – holds a deep-rooted global association with the military and outdoor sports, especially hunting. Camouflage was created to serve as protective gear, but now goes far beyond the function of obscuring. Camo has hit mass scale, becoming a staple design amongst fashionistas and pop culture alike. Everything from jogging pants to iPhone® cases, and now the first ever officially produced limited edition Chevy Silverado Realtree® Edition truck, appropriately fitted with camouflage.

So what do you do when you have an exciting, enthusiast-focused, limited-edition truck to launch and it’s time to shoot the ad – but the truck hasn’t been built yet? Simple. You create an illusion. One that camouflages the existence (or non-existence) of said truck. And what better audience to share this with and generate buzz amongst, than those in attendance at SEMA, the premier automotive specialty products trade event in the world.