Social media has turned dark. Most of the popular platforms mine your data and constantly try to influence you—in a space that was originally supposed to be where friends could connect.

Bluesky is different. It's a micro-blogging, open-source social media that lets you get back to what made social media great: sharing and seeing friends and family updates. So you can keep the creepers from creeping in.

Meet Elark the Intruder. Elark is our brand character who personifies everything users hate about traditional platforms: intrusive ads, constant data mining, algorithmic chaos, and corporate creepiness. He's always showing up in places he really doesn’t belong.

And you can't escape him.  Larger than life-size cardboard cutouts of Elark show up at iconic tourist photo spots, lurking in the background. Tourists might not even notice him until they look back at their photos—mirroring how users often don’t realize just how much traditional platforms are watching, tracking, and mining their lives.