Nila Kartika Wati
In an ambitious move to redefine the landscape of modern graphic fiction, AWA Studios has officially launched Lesser Evils, a sprawling, interconnected shared universe that blends urban grit with supernatural fantasy. Set against the backdrop of Brooklyn, New York, this multimedia property aims to explore the complexities of contemporary life—intimacy, friendship, ambition, and the "lesser" personal demons we all face—through the eyes of creatures ranging from golems to mermaids.
By synthesizing comic books, webtoons, and live-action short films, AWA Studios is positioning Lesser Evils as a roadmap for the future of transmedia storytelling. Created by writer Ian Grody and director Justin Fair, with illustrative work by Yishan Li, the universe serves as a "looking glass" into a version of Brooklyn that feels eerily familiar yet profoundly magical.
The Genesis of a New Universe: Main Facts and Concept
Lesser Evils is not merely a collection of stories; it is a meticulously crafted world where the mundane frustrations of 21st-century urban life collide with ancient, supernatural forces. The project is designed for a digitally native audience, prioritizing accessibility and immediate engagement.
At its core, the universe centers on four distinct narrative pillars:
- EMMETT: A story of heartbreak and revenge, where an artisan potter accidentally conjures a golem to help her navigate the fallout of a difficult breakup.
- GINN: A tale of existential crisis featuring a foul-mouthed, hard-drinking genie who finds himself questioning his purpose after being freed from his master.
- THRIFTR: A supernatural thriller revolving around a trendy Greenpoint boutique, where a mysterious antique sculpture begins to feed on the fractured relationship of its two owners.
- TAILS: A poignant narrative of empowerment, following a line cook who discovers a mermaid in a canal and must choose between a permanent escape to the sea or confronting her predatory boss.
The project’s philosophy is rooted in the idea that our daily, self-inflicted struggles—the "lesser evils"—are the true monsters of modern existence. By framing these struggles through a supernatural lens, the creators offer a unique, satirical, and often chilling reflection of modern pop culture.
Chronology of the Launch
The rollout of Lesser Evils has been calculated to maximize digital engagement, reflecting AWA Studios’ commitment to innovation in the digital era.
- Pre-2021: Concept development by Ian Grody and Justin Fair.
- June 2021: The creators connect with AWA Studios at the Tribeca Film Festival during a session dedicated to the crossover between graphic fiction and film/TV. This meeting served as the catalyst for the partnership.
- May 25, 2022: The official launch of the Lesser Evils universe. EMMETT #1 debuts digitally on GlobalComix, available in six languages: English, French, Spanish, Italian, Brazilian Portuguese, and Hindi.
- May 25 – July 22, 2022: A nine-week webtoon release cycle, featuring three new episodes per week.
- August 24, 2022: The anticipated print debut of EMMETT #1 in comic shops, marking the beginning of the wider retail rollout for Ginn, Thriftr, and Tails.
Supporting Data and Creative Vision
The strength of the Lesser Evils universe lies in its collaborative depth. The creative team has deliberately built a world that balances horror, humor, and relatable human emotion.
The Role of Brooklyn
For creator Ian Grody, Brooklyn was an essential character in the narrative. "Brooklyn was the perfect backdrop because it’s not only a cultural hub, it’s a place of becoming," Grody stated. "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."
The Artistic Approach
Illustrator Yishan Li, known for her work on Hellboy and Batwoman, brings a distinct aesthetic to the project. Describing the tone of the series, Li noted, "It’s kind of slightly chilling, slightly funny, but more of a mystery, everyday life kind of thing." This "everyday mystery" vibe is central to the visual identity of the comics, grounding the supernatural elements in the gritty, realistic textures of New York City.
Multi-Language Digital Strategy
The decision to launch EMMETT #1 in six languages simultaneously is a testament to AWA’s global ambitions. By partnering with GlobalComix, the studio is bypassing traditional geographical barriers, allowing a worldwide fanbase to engage with the franchise from day one.
Official Responses and Industry Reception
The industry response has been largely defined by the innovative nature of AWA’s distribution strategy.
Christopher Carter, CEO of GlobalComix, praised the initiative, stating: "We think that what AWA is trying to do with building a universe of storytelling that spans comics, film and TV from the get-go, combined with launching digitally first day and date in multi-language, is one of the coolest and strongest initiatives we’ve seen."
Will Graves, Managing Editor at AWA Studios, highlighted the full-circle nature of the project. Reflecting on the 2021 Tribeca meeting, he noted, "We knew they had a creative style that synced perfectly with modern storytelling capable of inspiring a new generation of readers… 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."
The project also includes a live-action short film adaptation of EMMETT, directed by Justin Fair. The film features a notable cast, including Meredith Alloway, Jake Cannavale, and the voice of Isiah Whitlock Jr. as the titular golem, further bridging the gap between static comic panels and cinematic storytelling.
Implications for the Future of Comics
The launch of Lesser Evils carries significant implications for the comic book industry, particularly regarding how independent publishers approach IP development.
The Death of the "Slow Build"
Traditionally, comic book franchises were built slowly, often starting with a single print title and waiting for years to see if a film or television adaptation was viable. AWA Studios is flipping this model by treating Lesser Evils as a "transmedia-first" property. By developing comics, webtoons, and live-action shorts simultaneously, they are creating multiple entry points for consumers, regardless of whether they prefer to read or watch.
The Digital-First Paradigm
The emphasis on digital-first distribution, combined with the availability of the content in multiple languages, suggests that publishers are increasingly viewing the global digital market as their primary theater of operations. The "day and date" digital release strategy allows for immediate feedback loops, enabling the creative team to adjust the universe’s direction based on reader engagement.
Navigating the Modern Landscape
While the project initially flirted with the incorporation of NFTs, AWA Studios’ decision to pivot away from this plan illustrates the volatility of the Web3 space. The studio’s ability to quickly adapt its strategy highlights the agility required to maintain relevance in a rapidly changing cultural climate.
A New Generation of "Relatable Horror"
Finally, Lesser Evils represents a broader trend in fiction: the move toward "relatable horror." By using monsters as metaphors for modern anxieties—such as the predatory nature of toxic workplaces in Tails or the self-destructive cycle of a breakup in Emmett—the creative team is connecting with a younger audience that values emotional resonance as much as supernatural spectacle.
In conclusion, Lesser Evils is a bold experiment in modern storytelling. By anchoring its supernatural chaos in the real-world anxieties of a generation living in the heart of Brooklyn, AWA Studios has created a blueprint for a sustainable, multi-platform franchise. As the universe continues to expand throughout the year, it will undoubtedly serve as a bellwether for how comics can remain vital, relevant, and immersive in an age defined by constant digital transformation.
Pevita Pearce
Neng Nana
