Amaratunga is an award-winning content executive whose diverse career has spanned across digital media, advertising and broadcast television. Before his post at VICE Media, he worked as Head of Video for youth publisher Dazed & Confused and as a Commissioner for UK broadcaster Channel 4, where he launched several digital and TV shows and strands, garnering several Webbys, Lovies and a BAFTA nomination for his work.
At VICE Media, he oversaw all video content and strategy in the fashion and luxury space on a global scale, growing fashion brand i-D to become the biggest youth fashion video channel on YouTube and launching its first ever TV show with Channel 4. He also launched video for VICE’s new luxury channel, Amuse.
In his new role, Amaratunga will head up the agency’s editorial and branded content offering, utilizing his strong experience with VICE Media to reach audiences in innovative ways. With a focus on becoming the next outstanding player in the content space, WE ARE Pi aims to connect the dots between brands and editorial audiences with an authentic, gold standard of work.
What was your very first job?
Please describe, in your own words, what your job is and what work it entails.
I run a content studio for an ad agency in amsterdam creating both branded and editorial films, documentaries, commercials and everything beyond that. In practice that means meeting a lot of great creative talent and creative companies to find a way of making great compelling work
How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today?
During high school - i got into scripwriting and publishing - no turning back from there.
In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?
The youngest people in my team keep me fresh and excited. Seeing stuff through their eyes.
If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?
Music nation which is a show I did for Dazed & Channel 4 - it made waves!