Magician and comedian Justin Willman has unwittingly kicked off a new viral challenge, and it's all thanks to a wonderfully simple segment from his recent Netflix series Magic for Humans. In the fourth episode of the series, he managed to convince two separate people they were invisible, and the way he did it was by simply getting the rest of the people on set involved.

Showing both of the unaware targets photos with them eerily absent, he took a very simple concept and managed to freak out one of the participants big time. 

Speaking about the prank's conception, Willman explained, "When I was a kid I put a tooth under my pillow and went to sleep and in the morning there was money there. That tangible evidence was more than enough proof to make me believe in the Tooth Fairy. To find out how far I could take that premise, I set up a large flash-mob style social experiment to convince one guy he had turned invisible."

Thanks to that segment of the show, a challenge has cropped up online in which family members do the same with one unlucky individual. 

Taking a photo without the sibling in beforehand and showing it to them later on, users on both Twitter and Instagram have taken Willman's idea and run with it.

Of course, most of those subject to the prank aren't very happy with their newfound invisibility.

It's not just younger family members falling for it, however.