Rifan Muazin
In an era where comic book publishers are increasingly looking toward cross-media integration, AWA Studios has launched an ambitious new project that blurs the lines between urban reality and the supernatural. Titled Lesser Evils, this shared universe is anchored in the vibrant, high-pressure environment of Brooklyn, New York, serving as a backdrop for stories that explore the intersection of modern culture, heartbreak, and the uncanny.
By synthesizing comics, webtoons, and live-action short films, AWA Studios aims to capture a demographic of readers and viewers who live at the cutting edge of contemporary media consumption. With the digital launch of Emmett #1, the publisher has signaled a commitment to a "digital-first" strategy, prioritizing accessibility and international reach through localized, multi-language releases.
The Core Concept: Supernatural Struggles in the Borough
The Lesser Evils universe is built upon a premise that the creators describe as "Brooklyn Through the Looking Glass." It is a world where the everyday stresses of life—career anxiety, toxic relationships, and the pressures of social media—are manifested through the presence of mythological entities.
According to the creative team, the universe features an eclectic cast of supernatural beings, including a golem with a penchant for domestic chores, a spirit-in-crisis genie, a demon that feeds on negative energy, and a mermaid seeking refuge from the mundane horrors of the service industry. These figures do not operate in a vacuum; they collide with "hard-living, hype-obsessed humans," forcing a confrontation between the fantastical and the painfully relatable.
A Chronology of the ‘Lesser Evils’ Expansion
The development of Lesser Evils represents a strategic pivot for AWA Studios, moving from traditional print-focused distribution to a multimedia, global-first release schedule.
- June 2021: AWA Studios hosts a session at the Tribeca Film Festival focusing on the synergy between graphic fiction and screen-based media. It is during this event that writer Ian Grody and director Justin Fair connect with the AWA team, establishing the foundation for the collaboration.
- May 25, 2022: The official launch of the Lesser Evils universe begins. Emmett #1 is released digitally across GlobalComix in six languages: English, French, Spanish, Italian, Brazilian Portuguese, and Hindi.
- May – July 2022: A concurrent release schedule for webtoon episodes is initiated, with three episodes dropping per week over a nine-week period.
- August 24, 2022: The physical expansion begins, with Emmett #1 arriving in local comic book shops, followed by the retail rollouts of the other flagship titles: Ginn, Thriftr, and Tails.
The Four Pillars: Exploring the Stories
The Lesser Evils universe is categorized into four primary narrative threads, each exploring a different facet of the "lesser evils" that define modern existence:
1. EMMETT: The Supernatural Self-Love Story
The flagship title introduces Lydia Loew, an artisan potter in Bushwick. Following a debilitating breakup, her emotional turmoil manifests physically when she inadvertently conjures a golem from her own clay. Emmett, the resulting entity, serves as a dark mirror to her heartbreak, assisting her in mundane tasks and facilitating her pursuit of revenge.
2. GINN: The Quarter-Eon Crisis
The story follows a foul-mouthed, alcoholic genie who, upon being granted his freedom, suffers an existential collapse. His trajectory shifts when he falls for a human woman employed by the Make-a-Wish Foundation. The narrative centers on the impossible choice he must make when his former master threatens his new love interest, forcing him to decide between autonomy and the safety of those he cares for.
3. THRIFTR: The Entrepreneurial Horror
Focusing on the cutthroat nature of the Brooklyn boutique scene, Thriftr tells the story of two NYU graduates attempting to launch a high-end secondhand decor business in Greenpoint. Their ambition takes a turn for the supernatural when an mysterious antique sculpture enters their inventory, feeding on their internal professional animosity and threatening to consume their partnership—and their lives.
4. TAILS: The Fight for Autonomy
Tails centers on Maude, a talented line cook subjected to the predatory behavior of her employer. Her story takes an unexpected turn when she forms a bond with a mermaid living in the canal near her restaurant. The narrative serves as an allegory for reclaiming agency, as Maude must weigh the prospect of a permanent escape into the sea against the necessity of standing her ground in the real world.
Official Responses and Creative Vision
The vision for Lesser Evils is heavily influenced by the belief that the current cultural climate is a fertile ground for "eerie and eerily familiar" storytelling.
Writer Ian Grody notes, "Brooklyn was the perfect backdrop because it’s not only a cultural hub, it’s a place of becoming. Where people actively go to transform and reinvent themselves. Any place where there’s that much hope and desperation and frustration is already full of magic."
Director Justin Fair frames the project as a cautionary, albeit humorous, guide to navigating the pitfalls of modern life. Citing the lyrical influence of Gavin Rossdale, Fair emphasizes that the "lesser evils" are often the small, self-inflicted behaviors that hinder personal growth.
Yishan Li, the illustrator whose work defines the visual aesthetic of the series, describes the tone as a blend of mystery and mundane reality. "It’s kind of slightly chilling, slightly funny, but more of a mystery, everyday life kind of thing," Li says. "That’s definitely something I like to draw."
Will Graves, Managing Editor at AWA Studios, highlighted the importance of the creators’ backgrounds. Having met Grody and Fair at the 2021 Tribeca Festival, AWA saw an opportunity to capitalize on a creative style that bridges the gap between graphic novels and episodic television. "The fact that a year later this connection has led to the collaboration and creation of four new series and a short film is a wonderful full-circle moment," Graves stated.
Implications for the Publishing Industry
The launch of Lesser Evils provides a case study in how smaller, agile publishers are adapting to the digital era. By launching simultaneously on digital platforms in multiple languages, AWA Studios is bypassing the traditional geographical barriers that have historically slowed the international growth of independent comic properties.
Christopher Carter, CEO of GlobalComix, praised the initiative, noting that the combination of cross-media storytelling (comics, film, and TV) and global digital-first distribution marks a "new breed of comic publishers."
Furthermore, the project reflects a broader trend in the industry where intellectual property (IP) is treated as a multimedia ecosystem from its inception. The creation of a live-action short film for Emmett—starring Meredith Alloway, Jake Cannavale, and the voice of Isiah Whitlock Jr.—serves as a promotional tool while simultaneously testing the viability of these characters in live-action formats.
While the publisher’s initial plans included the integration of Web3 and NFT elements, those plans were retracted shortly after the announcement. In a statement, AWA Studios indicated that their strategy in the Web3 space remains fluid, reflecting the rapid pace of change in the digital asset market.
Conclusion
Lesser Evils stands as an ambitious experiment in modern storytelling. By anchoring supernatural narratives in the hyper-specific, trendy, and often exhausting culture of contemporary Brooklyn, AWA Studios has created a mirror for a generation that feels simultaneously connected and isolated. Whether through the lens of a potter’s golem or a line cook’s mermaid, the series suggests that the monsters we fear most are often the ones we foster within our own social and professional circles. As the series moves from digital screens to the physical shelves of comic shops, the success of the Lesser Evils universe will likely serve as a benchmark for how independent publishers can successfully build global fandoms in a fragmented media landscape.
Siti Muinah
