This Creative Pops the Hype Bubble to Make Brands Relatable

Soursop's Ravi Amaratunga Hitchcock draws on entertainment background to shape a new kind of agency

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Starting an agency right before the onset of a pandemic triggered some soul-searching for Ravi Amaratunga Hitchcock. “It’s existential every day,” he said. “What is an agency and what does it do? What is a client? Everything seems to be in this shifting period.”

Besides world events, Hitchcock’s ruminations spring from his unusual and winding path into the ad industry. Soursop, the 19-month-old business he runs with his wife, Lucy Hitchcock, bills itself as a “next-gen creative agency” and is a culmination of his experiences in TV, entertainment and branded content. 




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This story first appeared in the Oct. 4, 2021, issue of Adweek magazine. Click here to subscribe.