If I'm Designing A Gadget...
I'd make the play resemble something that's worked a couple of times before but winds up acheiving a different objective.
Example: The screen to Hightower made to look like one of those inside screens to Boldin that proved successful a few times earlier in the season.
Suppose we needed to move the chains on 3rd and long. I'd make a play start out looking like a flea-flicker deep to Fitz but then dump it off to Q running an underneath crossing route.