Insight: After drinking strong, dark beer, people get drunk and forget everything the happened that night. People like to use this drunkenness as a way to forget bad or terrible things happening to them.
Big Idea: Outer darkness help you block all the painful things since it is so dark you cannot see through it.
Art director: Yuxin Xiong Copywriter: Rayne Renz
a shade that darkens completely are put on trains and buses
IPhone Darktime, an extended distraction prevention function of iPhone bedtime