I'm creative enough to come up with a number of conventional, low-to-mid technology ways that you could hypothetically camouflage structures on the surface of the moon that wouldn't really work as well if you were standing right in front of them. IRL there are a lots of ways to hide military installations and complexes even in barren open zones like desert or rocky broken ground. However, this would necessarily mean that those structures would have to be either few and far between or otherwise not very extensive.
So, logically, if there are structures on the surface of the moon hidden from view, there would have to be relatively few of them, and therefore you can just pick another landing site instead of having to fake your photographs.
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A more conventional theory suggests that the first moon landing was a suicide mission and/or the lunar lander failed to rendezvous with the orbiter after takeoff. The TV footage is real according to this theory, but the photographs are faked since the nameless astronauts who were sent to their doom obviously failed to make it back to Earth to hand over their equipment. Why the Soviets kept this a secret ranges from us having dirt on some of their failed programs that also got people killed (beyond the ones the public knows about) to them just not thinking it was important enough to dispute since the important part, getting a man to the moon, was accomplished.
This theory is often silent on whether or not the subsequent moon landings were faked. Some people say they weren't and we refined the process, and one of the subsequent missions was to clean up the first moon landing site and retrieve the bodies (assuming the suicide mission scenario, not the lost in space scenario).