Nila Kartika Wati
In a bold move that redefines the intersection of digital-first publishing and transmedia storytelling, AWA Studios has officially launched Lesser Evils—an ambitious, genre-bending shared universe set against the backdrop of modern-day Brooklyn. By blending the gritty, aspirational energy of New York City with supernatural folklore, the project serves as a mirror to the anxieties and aspirations of a generation raised on pop culture, memes, and the relentless pace of urban living.
The project is far more than a simple comic book launch; it is a multi-platform ecosystem comprising serialized comics, webtoons, and live-action short films. With an initial slate featuring four distinct titles—EMMETT, GINN, THRIFTR, and TAILS—AWA Studios is positioning Lesser Evils as a cultural touchstone for contemporary readers, exploring the "little things" that complicate our lives.
The Genesis of a New Mythos: Main Facts
At its core, Lesser Evils is the brainchild of writer Ian Grody and director/producer Justin Fair. The duo, whose creative synergy was identified by AWA during the Tribeca 2021 film festival, sought to create a narrative space that feels eerily familiar to anyone navigating the complexities of modern social circles and personal growth.
The universe is illustrated by the renowned Yishan Li, whose credits include Hellboy and Batwoman. Her artistic vision provides the visual backbone for a world where golems, genies, and demons walk the streets of Bushwick and Greenpoint, interacting with humans who are struggling with heartbreak, professional burnout, and the search for identity.
The initiative launched with the digital debut of EMMETT #1: A LESSER EVILS STORY on May 25, 2022, across multiple global platforms. To maximize accessibility, AWA Studios released the series in six languages: English, French, Spanish, Italian, Brazilian Portuguese, and Hindi. This global-first approach reflects a commitment to building an international fandom from day one, rather than relying on traditional, slow-burn localization strategies.
A Chronological Roadmap: From Concept to Consumer
The rollout of Lesser Evils follows a sophisticated, tiered strategy designed to maximize engagement across different media consumption habits:
- May 25, 2022: The official launch of the digital-first era for the franchise. The first issue of EMMETT was released on GlobalComix, accompanied by a nine-week rollout of three webtoon episodes per week, concluding on July 22.
- Summer 2022: A transitional period where the digital serialized content builds anticipation for physical releases.
- August 24, 2022: The physical debut of Emmett #1 in local comic book shops, marking the entry of the Lesser Evils universe into the traditional retail market.
- Post-August 2022: A scheduled cadence for the release of Ginn, Thriftr, and Tails in both print and digital formats.
This timeline serves as a "guided tour" for the audience, ensuring that the momentum generated by the initial digital release is sustained through the summer until the print copies arrive on store shelves.
The Anthology of the "Lesser Evils"
The universe is structured as a series of interconnected stories, each tackling a specific facet of human struggle through a supernatural lens.
EMMETT: The Supernatural Breakup
The flagship title introduces Lydia Loew, a struggling artisan potter in Bushwick. Following a crushing breakup, Lydia’s emotional volatility manifests as a physical entity: a clay golem named Emmett. The narrative serves as a dark, humorous exploration of "self-love" and the lengths one might go to for closure.
GINN: The Existential Crisis
Focusing on a foul-mouthed, hard-drinking genie, Ginn explores the "quarter-life crisis" trope. After being granted his freedom, the protagonist finds himself caught between his past as a magical servant and a burgeoning romance with a human woman. The stakes are raised when his former master threatens his newfound happiness, forcing Ginn to choose between autonomy and the safety of his loved one.
THRIFTR: The Entrepreneurial Nightmare
Set in the trendy neighborhood of Greenpoint, Thriftr follows two NYU graduates attempting to launch a boutique store for second-hand treasures. The supernatural hook involves an antique sculpture that feeds on the co-owners’ repressed animosity. It is a cautionary tale regarding the cost of ambition and the dangers of unresolved professional tensions.
TAILS: The Quest for Autonomy
Maude, a line cook, works for a predatory, abusive boss. Her life takes a turn when she befriends a mermaid living in the canal near her restaurant. The story serves as a metaphor for "taking back one’s power" and the agonizing choice between a literal escape into a fantasy world or standing one’s ground against real-world trauma.
Official Perspectives: The Philosophy Behind the Project
The creators of Lesser Evils have been vocal about the sociological underpinnings of the work. Ian Grody, in discussing the project, noted that Brooklyn was chosen not just for its aesthetic, but for its role as a "place of becoming."
"Any place where there’s that much hope and desperation and frustration is already full of magic," Grody remarked. "No better venue for our eerie and eerily familiar tales."
Justin Fair echoed this sentiment, drawing an interesting comparison to the music of Gavin Rossdale. "As the saying goes, ‘It’s the little things that kill.’ Lesser Evils are the less obvious, often self-inflicted, more insidious evils that threaten our well-being."
Will Graves, Managing Editor at AWA Studios, highlighted the collaborative nature of the development process. He recalled the 2021 Tribeca session where the seeds of the project were sown. "We knew they had a creative style that synced perfectly with modern storytelling capable of inspiring a new generation of readers," Graves stated. "The Lesser Evils universe is an imaginative take on real life. It perfectly blends pop culture, a little bit of horror and relatable characters that give you a view of Brooklyn behind a supernatural veil."
Christopher Carter, CEO of GlobalComix, praised the initiative from an industry perspective: "They represent a new breed of comic publishers that are living at the forefront of publishing and innovation in the digital era."
Implications for the Future of Comics
The Lesser Evils universe represents a significant pivot for AWA Studios and the broader comic industry. By integrating film, webtoons, and traditional print, AWA is moving away from the "event-based" publishing model toward a "franchise-building" model.
1. The Digital-First Paradigm
The decision to release content in six languages simultaneously is a direct response to the globalized nature of modern fandom. It removes the barrier to entry for international readers and establishes a consistent brand identity across borders.
2. The Transmedia Synergy
The development of a live-action short film—starring industry veterans like Isiah Whitlock Jr.—alongside the comics suggests that AWA is aiming for a "360-degree" approach to intellectual property. By creating a film that complements the written material rather than merely adapting it, the studio is crafting a cohesive narrative universe that can exist across multiple media channels simultaneously.
3. A Shift in Market Focus
The abandonment of plans to incorporate NFTs into the Lesser Evils launch—a decision made by AWA citing the volatile nature of the web3 environment—is a telling sign of the current industry climate. It suggests that while studios are eager to experiment with new digital technologies, they are also prioritizing the stability and longevity of their narratives over speculative digital assets.
4. Cultural Relevance as a Hook
By grounding supernatural phenomena in the "hype-obsessed" culture of contemporary Brooklyn, the project taps into a younger demographic that values authenticity and cultural meta-commentary. Whether it is through the lens of gig-economy struggles, toxic workplace dynamics, or the pressures of social media, Lesser Evils succeeds by making the magical feel mundane and the mundane feel magical.
Conclusion
Lesser Evils stands as a testament to the evolving nature of graphic storytelling. It is an ambitious, multifaceted experiment that treats Brooklyn as a living, breathing character and its inhabitants as the subjects of a modern, supernatural epic. By marrying the creative input of diverse talents like Yishan Li with the strategic, digital-first distribution of partners like GlobalComix, AWA Studios has created a blueprint for how comic universes can be built in the 21st century. Whether the series succeeds as a long-term franchise will depend on its ability to maintain the balance between its high-concept supernatural premises and the grounded, human emotions that make its characters truly resonate. For now, it remains one of the most intriguing developments in the comic book industry, offering readers a ticket to a "Looking Glass" version of Brooklyn that is as frightening as it is fascinating.
Ali Ikhwan
Nana Muazin
