Suro Senen
In a bold move to redefine how modern audiences consume multi-platform storytelling, AWA Studios has officially launched Lesser Evils, an ambitious, interconnected shared universe set against the gritty, hyper-caffeinated backdrop of contemporary Brooklyn. By blending the supernatural with the painfully relatable struggles of urban millennial life—heartbreak, career anxieties, and the pursuit of social validation—the project seeks to capture the "eerie and eerily familiar" essence of the modern human experience.
The franchise represents a significant shift in comic book publishing, utilizing a multi-format strategy that includes traditional print comics, digital-first webtoons, and live-action short film content. With its roots in a 2021 collaboration between writers and creative visionaries, Lesser Evils has quickly evolved from a conceptual pitch into a robust, multilingual intellectual property designed to foster a global, digital-native fandom.
The Core Concept: Supernatural Metaphors for Modern Life
At the heart of Lesser Evils is a simple yet compelling premise: the "lesser evils" are not grand, world-ending catastrophes, but the self-inflicted, insidious obstacles we face in our daily lives. Creators Ian Grody and Justin Fair have crafted a world where mythical beings—golems, genies, and demons—serve as supernatural mirrors to human fragility.
The setting is crucial. Brooklyn is portrayed not merely as a borough, but as a liminal space of "becoming," where the high density of hope, desperation, and creative ambition creates a fertile environment for magic. As Grody explains, the goal was to create a comic that feels like a conversation with the reader, peppered with references to the music, movies, and memes that define today’s cultural zeitgeist.
The Anthology Slate: A Breakdown of the "Lesser Evils" Series
The universe is built upon four distinct pillars, each exploring a different facet of the "lesser" human struggle:
1. EMMETT: The Supernatural Self-Love Story
The flagship title, EMMETT, introduces Lydia Loew, an artisan potter residing in Bushwick. Following a devastating breakup, Lydia’s emotional turmoil inadvertently manifests a golem from her own clay. Emmett is not your standard monster; he is a helpful, cocktail-mixing, domestic companion who assists Lydia in navigating her journey of healing—and occasionally, revenge.
2. GINN: The Quarter-Life Crisis
This series centers on a foul-mouthed, hard-drinking genie who finds himself adrift after being granted his freedom. Struggling with existential dread, he discovers a newfound purpose through a romance with a human worker at the Make-A-Wish Foundation. However, the shadow of his former master looms, forcing the genie to choose between his newfound humanity and his former servitude.
3. THRIFTR: The Entrepreneurial Nightmare
THRIFTR follows two NYU graduates who open a boutique in Greenpoint. Their business, built on the sale of curated secondhand treasures, takes a dark turn when an uncatalogued, antique wooden sculpture begins feeding on the founders’ lingering professional resentment. It serves as a sharp, dark comedy on the toxicity of start-up culture.
4. TAILS: The Fight for Autonomy
Set in the local culinary scene, TAILS follows Maude, a talented line cook subjected to the advances of a predatory, high-profile chef. When she discovers a mermaid living in the nearby canal, the story becomes a powerful allegory for empowerment, as Maude must weigh the allure of escaping to the sea against the necessity of confronting her harasser.
Chronology and Multi-Platform Rollout
The rollout of the Lesser Evils universe is a testament to AWA’s commitment to "day-and-date" digital distribution.
- May 25, 2022: The official launch of EMMETT #1 on the GlobalComix platform. To ensure maximum accessibility, the title was released simultaneously in six languages: English, French, Spanish, Italian, Brazilian Portuguese, and Hindi.
- May 25 – July 22, 2022: A high-frequency webtoon rollout, with three episodes released per week, designed to hook a digital audience through episodic cliffhangers.
- August 24, 2022: The physical retail launch. EMMETT #1 hit comic book store shelves, with the subsequent series (Ginn, Thriftr, and Tails) following in a staggered release schedule throughout the remainder of the year.
- Live-Action Integration: The EMMETT short film serves as the live-action anchor for the universe. Featuring performances by Meredith Alloway, Jake Cannavale, and the voice of Isiah Whitlock Jr., the short provides a cinematic entry point into the visual aesthetic of the franchise.
Official Responses and Creative Vision
The collaboration between AWA Studios and the creative team has been heralded as a model for modern comic development. Will Graves, Managing Editor at AWA Studios, highlighted that the partnership was sparked during a Tribeca 2021 session regarding the intersection of graphic fiction and screen media.
"We knew they had a creative style that synced perfectly with modern storytelling," Graves noted. "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."
Christopher Carter, CEO of GlobalComix, praised AWA’s forward-thinking approach, stating: "They represent a new breed of comic publishers that are living at the forefront of publishing and innovation in the digital era. Building a universe of storytelling that spans comics, film, and TV from the get-go… is one of the coolest and strongest initiatives we’ve seen."
Artist Yishan Li, whose work on Hellboy and Batwoman has earned her industry acclaim, described the project as a blend of mystery and everyday life. "It’s kind of slightly chilling, slightly funny, but more of a mystery, everyday life kind of thing," Li commented. "That’s definitely something I like to draw."
Implications for the Industry
The Lesser Evils project signals a paradigm shift for independent comic publishers. By prioritizing digital accessibility and multi-language support from the outset, AWA is effectively removing the traditional barriers to entry for international readers.
Furthermore, the integration of webtoons—a medium that has exploded in popularity among younger, mobile-first readers—with traditional print comics indicates that AWA is not interested in choosing between old and new media. Instead, they are positioning themselves as a "transmedia" studio, where the IP (Intellectual Property) exists independently of its format.
A Note on Evolving Strategies
Initially, the Lesser Evils launch included plans for NFT (Non-Fungible Token) integration. However, in an updated statement, AWA Studios clarified that those plans have been shelved. The adjustment serves as a reminder of the volatility inherent in the "Web3" space and demonstrates the studio’s willingness to pivot quickly in response to market sentiment and technological uncertainty.
Conclusion: The Future of "Lesser Evils"
As the Lesser Evils universe expands, it stands as a case study in how to build a franchise in the 21st century. By grounding supernatural threats in the mundane anxieties of rent, bad bosses, and failed relationships, Grody, Fair, and Li have created a world that feels vital, urgent, and deeply human. Whether through the digital pages of a webtoon or the high-fidelity production of a short film, Lesser Evils invites readers to look beneath the surface of the Brooklyn skyline—and perhaps, to look a little closer at the "lesser evils" residing within themselves.
Rifan Muazin
Asep Darmawan
