Dwi Wanna
In a bold expansion of modern multimedia storytelling, AWA Studios has officially pulled back the curtain on Lesser Evils, an ambitious, shared creative universe set against the backdrop of a gritty, supernatural version of Brooklyn, New York. Blending the aesthetics of contemporary pop culture with the eerie sensibilities of urban fantasy, the project serves as a manifesto for the modern era—a place where broken hearts, existential dread, and "hype-obsessed" living collide with ancient, otherworldly forces.
The franchise, which encompasses a slate of interconnected comics, webtoons, and live-action short films, aims to provide a "guided tour" through the microcosms of modern life, using monsters and magic as metaphors for the anxieties that define the 21st century.
The Core Concept: A Supernatural Mirror of Reality
At the heart of the Lesser Evils universe is the work of creator-writer Ian Grody and director Justin Fair, who have teamed up with illustrator Yishan Li to craft a world that feels both hauntingly alien and intimately familiar.
The premise of the universe is built on the concept of "Brooklyn Through the Looking Glass." While the setting is the familiar, booming borough of New York City, it is populated by an array of mythological figures: golems, genies, demons, and mermaids. However, these beings are not the epic, world-conquering entities of high fantasy. Instead, they are depicted as struggling with the same pitfalls as the humans around them—heartbreak, career frustration, and the relentless pressure to succeed.
"My aspiration from the jump has been to create a comic through the lens of contemporary culture and reflect it back to readers through relevant, relatable stories," Ian Grody explained during the launch announcement. "Brooklyn was the perfect backdrop because it’s not only a cultural hub; it’s a place of becoming. Any place where there’s that much hope, desperation, and frustration is already full of magic."
The Chronology and Content Roadmap
AWA Studios has meticulously planned the rollout of Lesser Evils to maximize digital reach and physical accessibility. The launch strategy began in late May 2022 with a multi-platform digital debut, followed by a transition into traditional comic book retail spaces.
The Initial Slate of Series
The universe launched with four core pillars, each focusing on a specific supernatural entity grappling with a distinct "lesser evil"—the insidious, self-inflicted struggles that hinder personal growth:
- EMMETT: The flagship series, EMMETT #1, centers on Lydia Loew, a heartbroken artisan potter in Bushwick. Following a devastating breakup, she accidentally manifests a golem named Emmett. The story explores the complexities of vengeance, as the golem becomes a "helpful" accomplice in her quest for emotional closure.
- GINN: Described as a "supernatural, quarter-life crisis story," this series follows a foul-mouthed genie who has been granted his freedom. Struggling to find meaning in his post-servitude life, he falls for a human woman, only to be threatened by his former master.
- THRIFTR: A darkly comedic take on the startup culture of Greenpoint. Two NYU graduates open a boutique, only to discover an antique sculpture in their inventory that feeds on their mutual animosity.
- TAILS: A story of empowerment, focusing on Maude, a line cook facing workplace harassment. Her discovery of a mermaid in a nearby canal offers her a surreal escape from her toxic reality.
Digital-First Distribution
In a move that highlights AWA Studios’ commitment to modern distribution, Lesser Evils launched on GlobalComix on May 25, 2022. Notably, the content was made available simultaneously in six languages: English, French, Spanish, Italian, Brazilian Portuguese, and Hindi. This global-first approach is intended to build international fandom from the ground up, bypassing the traditional hurdles that often keep indie comics localized.
Supporting Data: Why This Model Matters
The launch of Lesser Evils represents a strategic pivot for AWA Studios, emphasizing "crossover" potential between graphic fiction and visual media. The studio’s partnership with creators who have backgrounds in film and advertising—such as Justin Fair—is intentional.
"We knew they had a creative style that synced perfectly with modern storytelling capable of inspiring a new generation of readers," says Will Graves, Managing Editor at AWA Studios. The collaboration was born out of a 2021 Tribeca Film Festival session regarding the intersection of graphic novels and television/film production. The result is a project that feels like a television show in its pacing and a comic in its visual ambition.
For GlobalComix, the partnership serves as a validation of the digital-first era. "They represent a new breed of comic publishers that are living at the forefront of publishing and innovation," says CEO Christopher Carter. The data-driven approach of releasing three webtoon episodes per week over a nine-week period is a deliberate tactic to maintain reader engagement in a "binge-culture" landscape.
Official Responses and Creative Vision
The creators behind the project view Lesser Evils as an educational tool of sorts—a way to navigate the "insidious" problems of modern life. Justin Fair, who directs the associated short film projects, draws an unlikely parallel to rock music: "As a seminal rocker… Gavin Rossdale sang: ‘It’s the little things that kill.’ Lesser Evils are the less obvious, often self-inflicted, more insidious evils that threaten our well-being."
Artist Yishan Li, known for her work on Hellboy and Batwoman, has been instrumental in defining the visual language of the project. "It’s kind of slightly chilling, slightly funny, but more of a mystery, everyday life kind of thing," Li remarked. Her art style helps ground the supernatural elements, ensuring that even when a mermaid appears in a canal, the scene feels like an organic extension of a Brooklyn street corner.
AWA Studios has confirmed that the project is designed to evolve. While the initial focus was on the four core series and the Emmett short film (which stars Meredith Alloway and features the voice of Isiah Whitlock Jr.), the studio remains open to expanding the cast and the setting as audience demand dictates.
Implications for the Comic Industry
The Lesser Evils universe serves as a case study in the current transformation of the comic book industry. There are three primary implications for the broader market:
1. The Death of the "Geographic Barrier"
By launching on GlobalComix in six languages simultaneously, AWA Studios is effectively signaling that the "local comic shop" model is no longer the sole gatekeeper for new IP. While print versions follow later, the digital-first launch ensures that a reader in Mumbai or São Paulo can engage with the story at the same time as a reader in Brooklyn.
2. Transmedia Integration
The integration of live-action shorts with print comics is becoming the gold standard for independent studios. By producing a high-quality short film, AWA is providing a visual proof-of-concept that can be easily adapted into a streaming series or feature film, making the property more attractive to external production partners.
3. The "Webtoon-ification" of Traditional Comics
The decision to release webtoon episodes three times a week for nine weeks mimics the successful engagement models used by platforms like Webtoon and Tapas. This high-frequency release schedule keeps the brand in the public eye, preventing the "wait-and-see" fatigue that often plagues monthly printed issues.
A Note on Evolving Strategies
It is worth noting that the Lesser Evils launch was not without its administrative adjustments. An earlier iteration of the project’s marketing materials included plans for NFT (non-fungible token) integration. However, in a transparent move, AWA Studios requested the removal of this information, citing the rapid and unpredictable changes within the "web3" landscape. This indicates a studio that is willing to pivot and abandon strategies that do not align with the long-term health of the brand, prioritizing consistent storytelling over fleeting market trends.
Conclusion: The Future of Urban Fantasy
Lesser Evils is more than just a collection of stories about monsters in New York. It is a carefully curated exercise in modern mythology. By framing the struggles of the current generation—loneliness, the search for identity, and the toxicity of modern work environments—through the lens of the supernatural, AWA Studios has created a mirror that is both flattering and frightening.
As the series continues to unfold through the summer months and into the retail debut of the collected editions, the success of Lesser Evils will likely be measured not just in sales, but in the strength of the community it fosters. For those looking for a story that captures the specific, manic energy of the 2020s, Lesser Evils offers a compelling, if slightly unsettling, place to start.
Rifan Muazin
Ali Ikhwan
