Rifan Muazin
In a bold move that signals the evolving landscape of modern comic book publishing, AWA Studios has officially launched Lesser Evils, an interconnected, multi-platform franchise set against the backdrop of contemporary Brooklyn. Blending the gritty, fast-paced reality of New York’s cultural epicenter with the surreal, supernatural, and often comedic anxieties of modern existence, Lesser Evils represents a sophisticated attempt to bridge the gap between traditional print comics, digital-first webtoons, and cinematic storytelling.
The project, spearheaded by writer Ian Grody and director Justin Fair, aims to capture the "heartbroken, hype-obsessed" essence of today’s generation, using supernatural tropes as a lens to examine the very real pressures of friendship, intimacy, and ambition in a digital-native world.
The Core Concept: Supernatural Metaphors for Modern Living
At its heart, Lesser Evils is a shared universe that functions as a "looking glass" into the human condition. The creators posit that our personal struggles—the ones we keep hidden from our social circles and professional networks—are the true, insidious evils of our time.
By introducing elements such as a "golem with benefits," a spiraling genie, and a demon that feeds on negative energy, the series provides a satirical yet empathetic mirror to the modern experience. As co-creator Justin Fair poignantly noted, referencing the lyrics of Gavin Rossdale, "It’s the little things that kill." The "lesser evils" in this universe are the self-inflicted obstacles—the bad breakups, the professional anxieties, and the existential crises—that define the struggle for success in the 21st century.
Chronology and Strategic Rollout
The launch of Lesser Evils is not a singular event but a meticulously planned multi-stage rollout designed to maximize global reach and engagement.
The Digital Foundation
The universe kicked off with the digital release of EMMETT #1: A LESSER EVILS STORY on May 25, 2022. In an innovative move to capture international audiences immediately, AWA Studios partnered with the digital platform GlobalComix to release the debut simultaneously in six languages: English, French, Spanish, Italian, Brazilian Portuguese, and Hindi.
The Webtoon and Print Pipeline
Complementing the standard comic book releases, AWA Studios implemented a aggressive digital content schedule. From May 25 through July 22, the company released three webtoon episodes per week, providing a serialized, bingeable experience that catered to the habits of modern digital readers. This digital-first strategy is a cornerstone of AWA’s mission to foster worldwide fandom.
The Retail Launch
Following the digital buildup, the physical collection began hitting comic book store shelves on August 24, 2022, starting with Emmett #1. This will be followed by the serialized releases of the other flagship titles in the universe: Ginn, Thriftr, and Tails.
Detailed Breakdown of the "Lesser Evils" Slate
The universe is anchored by four distinct narratives, each exploring a different facet of the "lesser evil" theme through the lens of supernatural drama:
- EMMETT: A story of supernatural self-love. It follows Lydia Loew, a Bushwick-based artisan potter who, while reeling from a painful breakup, accidentally conjures a golem. The resulting dynamic is one part domestic comedy and one part revenge fantasy, as the golem—Emmett—becomes a literal manifestation of her support system.
- GINN: Described as a "quarter-eon crisis" story. This narrative centers on a foul-mouthed, alcoholic genie who finds himself adrift after being set free. His path to redemption is complicated when he finds human connection, forcing him to choose between personal happiness and the looming threats of his former master.
- THRIFTR: An entrepreneurial "start-up" horror story. Two ambitious NYU graduates attempt to corner the high-end décor market in Greenpoint with a boutique, only to discover that their inventory contains an antique sculpture that thrives on their growing professional and personal animosity.
- TAILS: A tale of reclaiming power. Maude, a line cook suffering under a predatory, abusive boss, finds a mysterious ally in a mermaid residing in a nearby canal. The story serves as an exploration of the difficult choices between escapism and the courage required to confront one’s tormentors.
Official Perspectives and Creative Vision
The creative team behind Lesser Evils—Ian Grody, Justin Fair, and artist Yishan Li—have been vocal about their desire to create something that feels distinctively of this moment.
"My aspiration from the jump has been to create a comic through the lens of contemporary culture," said Ian Grody. "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."
Yishan Li, whose illustration credits include Hellboy and Batwoman, echoed this sentiment, describing the tone as a "mystery, everyday life kind of thing." Her art style, which balances the chilling nature of the supernatural with the grounded reality of Brooklyn life, provides the visual consistency required for a shared universe.
Will Graves, Managing Editor at AWA Studios, highlighted the serendipitous nature of the project’s origin. The collaboration began after an AWA session at the 2021 Tribeca Film Festival, which focused on the intersection of graphic fiction, film, and television. "We knew they had a creative style that synced perfectly with modern storytelling capable of inspiring a new generation of readers," Graves stated, noting the "full-circle" nature of seeing the project materialize within a year.
Christopher Carter, CEO of GlobalComix, praised the initiative, labeling AWA Studios as "a new breed of comic publishers that are living at the forefront of publishing and innovation."
Expanding the Universe: Short Films
A key pillar of the Lesser Evils strategy is the expansion into live-action. A promotional short film titled Emmett serves as the entry point for this multimedia approach. Directed by Justin Fair and written by Ian Grody, the film features a high-caliber cast, including Meredith Alloway, Jake Cannavale, and the voice of Isiah Whitlock Jr. as the titular Golem.
This move indicates that AWA Studios is not merely publishing comics, but building Intellectual Property (IP) intended for cross-platform adaptation from its inception. By producing high-quality short-form content alongside the comics, they are creating a visual identity for the brand that is easily accessible to non-traditional comic readers.
Implications for the Comic Book Industry
The Lesser Evils launch offers several critical insights into the future of the comic book industry:
1. The Death of Geographical Exclusivity
By launching in six languages simultaneously on day one, AWA Studios is acknowledging that the comic book "direct market" is no longer confined to local hobby shops in North America. Digital platforms allow publishers to tap into global demographics that were previously inaccessible due to logistics and licensing delays.
2. Transmedia Storytelling
The integration of webtoons, traditional comic issues, and live-action shorts is a response to the "always-on" nature of modern content consumption. Publishers are no longer competing just with other comics; they are competing with streaming services, social media, and short-form video apps. Lesser Evils is designed to occupy all these spaces simultaneously.
3. Agility and Evolution
The initial plan for the Lesser Evils universe included the implementation of NFTs. However, in a notable example of corporate agility, AWA Studios requested that these mentions be removed shortly after the announcement. This underscores how quickly the "web3" and digital collectibles space is changing and suggests that major publishers are becoming more cautious and responsive to shifting market sentiment and technological viability.
4. The "Brooklyn" Aesthetic as a Narrative Device
Using a specific, hyper-local setting like Brooklyn allows the series to lean heavily into established cultural tropes—artisan pottery, start-up culture, and the "Brooklyn lifestyle"—making the supernatural elements feel more jarring and effective. It is a proven narrative technique that grounds high-concept fantasy in a relatable, recognizable reality.
Conclusion
Lesser Evils stands as a testament to the ambition of AWA Studios to redefine how stories are told in the 21st century. By prioritizing digital accessibility, global distribution, and a blend of print and screen media, the studio is attempting to cultivate a fanbase that is as dynamic and interconnected as the stories they are reading.
Whether the universe successfully resonates with the broader public remains to be seen, but the structural foundation laid by Grody, Fair, and their collaborators is a clear indicator that the future of comic book publishing lies in the ability to adapt to the fluid, high-speed, and multi-platform habits of the modern reader. Through the intersection of the supernatural and the everyday, Lesser Evils is not just a comic book series—it is a prototype for the next generation of serialized franchise development.
Raul Delapena Setiawan
Muslim
