In tandem with her release of the track ‘Nightmare,’ Halsey wanted to release an interactive experience for her fans, while also starting to build excitement around her upcoming album. Following the nightmare schema, she wanted the experience to allow fans to explore the meanings behind their nightmares. And, while she wanted the design to be dark and mysterious in aesthetic, she wanted the user flow to be as simple and straightforward as possible to encourage fans to dive into multiple nightmares and share it across their social media accounts. So, nightma.re was born.