A moving object is considered conspicuous because of the movement itself. Once moving from one background to another, even dynamic camouflage experts such as cephalopods, should sacrifice their extraordinary camouflage. Therefore, minimizing detection at this stage is crucial and highly beneficial. In this study we describe a background-matching mechanism during movement, which aids the cuttlefish to downplay its presence throughout movement. In situ behavioural experiments using video and image analysis, revealed a delayed, sigmoidal, colour-changing mechanism during movement of Sepia officinalis across a uniform black and grey backgrounds, which we describe below. This is a fist and important step in understanding dynamic camouflage during movement, while the new behavioural mechanism may be incorporated and applied to any dynamic camouflaging animal or man-made system on the move.