Liverpool, February 1st, 2023

Draw & Code is an immersive experience studio based in Liverpool, United Kingdom. For a decade, its team of experts have worked in AR, VR, games and immersive installations for global clients, including Sony, Warner Bros, Red Bull and the BBC. They currently hold two patents focused on XR that are cites as ones to follow in best-practice guides.

Andy Cooper is the co-founder and creative director at Draw & Code. In an interview with TIA, he described the process of starting his own company and the elements that make the agency unique. He also described the future of AR and VR and highlighted the importance of considering accessibility as a core element of every project they carry out.

To kick things off, what do you love the most about Liverpool?

Liverpool is a place of magic – the river is like a living organism rolling through the city – it inspires. The city is full to-the-brim of wonderfully creative, funny, exciting people, the most collaborative folks in the world. They are the thing that has kept Draw & Code rooted to Liverpool – what a place to build a company that’s all about creating magical experiences!

What’s a regular day like in Andy Cooper’s shoes?

I’m not sure I even have regular days! I’m often trying to dream beautiful dreams with our incredible team. They’re such an exquisite barrel of joy, our work is just the most fun every day. We’re a great bunch of creative weirdos and intriguing boffins!

As a Co-founder, how was the process of starting your own company?

We were very lucky in that we found Draw & Code nestled against a tree while out for a walk in the misty hills. I see myself more as an adopted father. No one starts a Draw & Code. Seriously, it was less of a process and more of a logical next-step. Over a decade ago there were a few of us who had worked on creative and technology projects together and during this time had been captivated by the possibilities of immersive technology. When we looked around we didn’t see people using it in ways that appealed to us. So if you can’t find it, you have to make it yourself, right?

What makes Draw & Code unique?

Draw & Code is a unique beast in that we’re a powerful tonic of creative and technical, two halves of the same brain sliced down the middle… then mushed together. Collaboration is at the heart of everything we do, from within the studio to how we partner with clients and collaborators. We are now one of the most prolific immersive content studios in the world with over 150 projects completed during the last decade for global clients such as Google, Sony, Mercedes-Benz, Red Bull and many more. This ambitious client work has fuelled our innovative streak too and we now have products in development and a couple of patents under our belt.

Attracting and retaining talent is one of the constant pursuits that every great agency faces. What is your approach to motivating and developing talent?

Honestly, if the place isn’t somewhere you’d want to work and spend your days and enjoy spending time with everyone around you, what’s the point? It must be a safe space for everyone of all worlds to be themselves. We always try to focus on family.

Do you handle all development work in-house?

Yes, we’re a one stop shop for all your mind-bending needs! Obviously the name Draw & Code implies that we have design and tech talent but it goes beyond that. For example, we’ve recently started a physical build and design team as so much of our work is in the events and location-based entertainment space; our work often spills out of the screen and into the real world. We pride ourselves in over-delivering on all we do, it’s got to be smashed out of the park to be considered a success. I want audiences to be filled with emotion and the only way you do that is if the people making the work are also inspired and excited.

Are there any exciting projects that Draw & Code are working on that you can tell us about?

I wish we could talk about a few things. Come back in a month! In terms of our own products, in the works at the moment are a VR app, a mixed reality installation and something so ambitious it’s hard to even describe it.

What do you see as the key areas for growth of Virtual Reality, Augmented Reality, and Mixed Reality?

The worlds of theatre, film and video games are colliding into a whirlpool of experience, where audiences won’t be able to describe what they’re going to see by those standard terms anymore. The beauty of AR is it connects you to the wonder of the world around you – it’s about bringing your physical environment and self together with digital content. By definition it’s a hybrid medium. We believe that there is huge potential in integrated uses of technology outside the home and away from personal devices. The rise of experiential venues from the likes of Meow Wolf or TeamLab are high on spectacle and use immersive and gamification techniques. One of Draw & Code’s specialities is the integration of technology in events and cultural spaces, we think this will enhance the experiential trend and allow it to proliferate.

Are there any recent market trends in new technologies that you are excited about?

Kids are growing up dreaming of how they can create, not just consume, using technology. I’m excited about every new generation. We’re going to see some stellar things! Sometimes the best moments in technology are the things that get left on the shelf until some brilliant minds dust it off and change how we think of it. This happened with VR. Hell, it happened to the humble gif! During Draw & Code’s ten years in business we’ve gone from VR not being for consumers to the Quest 2 selling in similar volume to the current Xbox. AR meant nothing to brands a decade ago, now it’s one of the most engaging tools they have.

Accessibility can be difficult to acknowledge, how do you ensure that your clients understand what you are recommending?

Accessibility is something we’re constantly trying to consider when designing projects. Sometimes a client approaches Draw & Code with a particular technology in mind. For example, they may want a VR experience and that’s that; experimenting with the tech is their main aim. Others are open to the best medium for the audience and for the content itself. We’ve now delivered so many immersive experiences that we are well placed to help them formulate how the choice of technology will either enhance or limit what they are trying to achieve. In some ways AR and VR are relatively intuitive technologies so we need to enhance that by giving accessibility the attention it deserves in the design process. A secret project we are working on at the moment features some really interesting accessibility concepts; a component of it explores how accessibility can be automated.

What advice would you give someone going into a leadership position for the first time?

Accept the imposter syndrome, we all have it. And remember why you started doing what you do. Never forget that part!

Is it better to be good and on time or perfect and late with your work?

Those two options send shudders down my spine. Neither!

Be stunning. And everything we work on has a live date where there’s a performance and a live audience somewhere in the world. Late isn’t an option.

And perfect doesn’t exist. The final thing you deliver at the end will never be what you thought it was going to be at the start. Audiences are human and always add some unseen force onto a project. Always keep your audience at the fore of everything you do and keep aiming for stunning and you’ll be tickety-boo.

What did you study at University and do you believe it has helped you in your career?

I studied Animation in Wrexham with the most inspiring supportive folks I’ve ever met. University isn’t important. Finding a supportive community to collaborate with is important. They’ll rocket you to the moon and back.

Is there any lesson you’ve had to learn multiple times?

“Don’t let the bastards get you down!”

Thanks Andy!

• Learn more about Draw & Code at https://drawandcode.com/
• Follow Andy on social media:

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