Founded by George Ripton, 13AM has grown into a platform that not only connects over 200 creatives from nearly 70 nationalities but also empowers them to redefine creativity on a global scale.

In this interview, Ripton shares how he attracted such diverse talent, the strategies that ensure artists feel supported, and his vision for the future of 13AM as it continues to expand its global footprint. Ripton explores key themes in talent acquisition, community-building, and organisational culture that are essential in today’s globalised, diverse work environments. 

Here, he explains how attracting and retaining creative talent through a wide range of countries and disciplines directly ties into HR strategies for managing diverse teams, fostering inclusion, and creating a sense of belonging.

He explains that by building a dynamic network to champion continuous learning and collaboration, HR leaders can look to build more dynamic, inclusive, and forward-thinking workplaces.

How do you attract and retain talent from such a wide range of countries and creative disciplines? What strategies ensure that artists from diverse backgrounds feel valued and supported?

At 13AM, we’ve built a brand that champions diversity, not just as a value but as a foundational pillar of everything we do. Our mission to represent every country in the world through art has naturally attracted talent who see this as more than just a platform—it’s a movement.

We spend considerable time scouting creative talent both online and at events. When I first launched 13AM, I was pitching a blank canvas, which made it more challenging to articulate the vision I was building. Now, with 13AM up and running and an impressive roster of creatives from over 65 countries, it’s much easier to showcase what we’re about. In fact, many creatives now approach us directly, eager to join the movement and be part of something bigger.

To retain talent, we emphasise the community aspect of 13AM. This isn’t just a print store—it’s a global creative movement where artists feel connected to something greater. We support our artists by handling marketing, production, and delivery, allowing them to focus on their craft. Through our active Discord server, collaborative opportunities, and artist spotlights, we foster a sense of belonging where everyone feels valued and celebrated as part of a shared mission to redefine creativity on a global scale.

With creatives specialising in areas like AR, VR, AI, and animation, how do you identify the right talent to fit the unique needs of client projects?

Our global network is one of our greatest strengths. With over 200 creatives from nearly 70 nationalities specialising in a wide array of disciplines, we’ve built a dynamic roster of talent capable of handling diverse and complex projects.

What sets us apart is our ability to go beyond technical expertise. Through our community, we can bring cultural and geographical insights into projects, ensuring that the work resonates authentically with the target audience.

For example, whether a project requires localised storytelling, regionally inspired design, or cutting-edge technical innovation, we are uniquely positioned to curate the ideal team to deliver both creativity and relevance.

This tailored approach is our USP—13AM Crowd isn’t just about technical solutions; we’re uniquely positioned to infuse projects with cultural perspectives that make the work truly stand out. By leveraging our community’s diversity and collaborative spirit, we have the capability to bring unparalleled precision and originality to any creative challenge.

Given the global nature of 13AM Crowd, what does your onboarding process look like, and how do you ensure that new members integrate smoothly into your creative ecosystem?

Onboarding at 13AM is designed to be as seamless and inclusive as possible, reflecting the diversity of our network. When new creatives join, we introduce them to our mission and values, ensuring they understand their role within our larger vision of redefining global creativity.

We begin by showcasing opportunities within the platform—whether it’s participating in Project 195, contributing to 13AM Studio, or collaborating on agency projects. For those contributing art to 13AM Studio, we dedicate a day to introduce them and their work across our platforms, ensuring they receive the attention they deserve. We also feature creatives on our blog, providing readers with a deeper insight into their journeys, inspirations, and work.

New members are given access to our community Discord server, where they can interact with other creatives, ask questions, and explore collaboration opportunities.

Transparency is a key part of our approach. We keep our community informed with regular updates on brand developments, upcoming plans, and opportunities to get involved. This ensures every member feels connected, valued, and confident in their role within the 13AM ecosystem.

By highlighting our support systems—covering production, marketing, and logistics—we create clarity from day one, empowering every creative to focus on their craft while being an integral part of something much larger.

What tools or practices do you use to enhance communication and collaboration among artists who are spread across different time zones and cultures?

Communication and collaboration are central to the success of our global network. Currently, Discord serves as our primary platform for real-time interaction and community building, allowing artists to connect, share updates, and explore opportunities together. Email also plays a key role in our communication, enabling us to provide detailed updates, resources, and individual support tailored to each artist’s needs.

We navigate the challenges of time zones by prioritising transparency and flexibility. For 13AM Studio, in particular, we work around our artists’ schedules, respecting their time and ensuring they never feel pressured to meet unnecessary deadlines. Our approach is to let artists contribute on their own terms, allowing them to balance their commitments while staying creatively inspired.

As we grow, we’re constantly looking to improve our processes, exploring new tools and practices to make collaboration even smoother. My own journey has played a significant role in shaping 13AM’s ethos. Born in England and spending the last five years living in the UAE, I have now embarked on a journey through Southeast Asia to expand my cultural knowledge. Dubai’s multicultural environment was the ideal launchpad for 13AM, but as our goals grow, we’re becoming more than just a UAE-based platform—we’re building a truly global community.

With Project 195 in mind, immersing myself in new cultures and meeting people from diverse backgrounds is helping us refine our vision and processes. This ongoing exploration ensures we stay connected to the world’s creative pulse and continue building 13AM into a platform that supports artists across every time zone and culture.

How do you envision supporting the continuous learning and development of your current team members as you look to expand further?

As we grow, continuous learning and development remain essential—not just for me personally or the artists we support worldwide, but also for fostering the next generation of creative talent. One of our planned initiatives, 13AM Academy, is central to this vision. 

This platform will leverage the wealth of expertise within our community to educate and inspire emerging creatives, offering online courses, workshops, and mentorship programmes led by some of the most respected names in the industry. Giving back to the creative world is a core part of what drives both me and 13AM, and the Academy will play a pivotal role in achieving that.

When we reach out to our community with brand updates, we always invite feedback, which we take on board to refine our approach. While we’re looking to introduce more digital networking opportunities, Discord has already been a major milestone for us, fostering real-time collaboration and connection. Our next step is to incorporate physical networking through events and exhibitions—a goal we hope to realise in the near future. We’ve also seen cases where 13AM creatives have met up while travelling, creating opportunities to network and collaborate in person, which is truly inspiring to see.

At 13AM, we’re proud to support creatives at all stages of their careers, from emerging talents to industry veterans. Our goal is to provide meaningful opportunities for growth, connection, and collaboration, ensuring that everyone in our ecosystem feels valued and supported as we continue to expand our global footprint.