Initially founding the company with Henry, it is Joey's message to his old business partner 30 years later that draws Henry back to the old studio. He tried to use the Ink Machine for creating living versions of his cartoons, but they turned out mutated in the attempts that went wrong.
Joey also wrote a memoir/animation guide entitled " The Illusion of Living", which was critically acclaimed among the general public. Joey was famous for introducing the popular Bendy cartoons from the times of past as both a director and writer. Joseph "Joey" Drew is an old friend of Henry Stein, the co-founder of Joey Drew Studios and the overarching antagonist of the Bendy franchise.
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