An emotionally charged web series blending digital culture with human connection, produced by UMIDEYAS. Hiccups & Hashtags explores how modern relationships are shaped—and often strained—by technology, social media, and unspoken emotions. Set against the backdrop of late-night texts, online misunderstandings, and digital silences, the story dives deep into the vulnerability behind curated lives and trending posts. It’s a raw, relatable take on love, loneliness, and the constant noise of staying connected in a world that rarely pauses.
Context
Hiccups & Hashtags dives into the emotional turbulence of young adults navigating love in the age of likes, hashtags, and digital disconnection.
The storyline focuses on authenticity, miscommunication, and the longing for real human connection beneath the noise of curated online personas.
Details
Release Platform: Coming Soon on Major OTT Platforms
Role: Actor, Story Concept Creator (A.M. DRAGLEEOO aka SHAHANSSA)
Production: UMIDEYAS Networks Private Limited
Involvement: Acting, Creative Direction, Co-Writing
Overview
The goal of this project was to build an emotionally resonant visual identity for Hiccups & Hashtags, a web series that explores modern relationships in the digital age. The branding aimed to connect with Gen Z and millennial audiences by reflecting the emotional disconnect behind curated online lives while remaining visually engaging and relatable.
Challenge
Creating a brand narrative that communicates both vulnerability and digital tension was key. The challenge lay in crafting visuals and messaging that would stand out in a saturated content space, while staying true to the story’s emotional depth.
The project required balancing cinematic storytelling with contemporary aesthetics to build relatability, authenticity, and a memorable screen presence for both the series and its characters.
Solution
We focused on every viewer touchpoint—trailer, poster, soundtrack, and social teasers—to ensure a unified emotional experience. Each element was crafted to echo the central theme: emotional turbulence in a digital world.
◎ Created an emotionally-driven narrative for Gen Z and digital natives
◎ Designed promotional assets that mirror the show’s tone and visual mood
◎ Built anticipation through a cohesive content rollout across platforms
Results
The launch of Hiccups & Hashtags established a distinctive brand voice that resonated deeply with the audience. Its authenticity, visual language, and emotional relatability sparked organic engagement and built a loyal community even before release.
The project succeeded in positioning UMIDEYAS as a forward-thinking studio capable of storytelling that balances visual innovation with emotional depth—paving the way for future content ventures rooted in real, relatable narratives.