Azzam Bilal Chamdy
In a bold move to redefine how modern audiences consume transmedia storytelling, AWA Studios has officially launched Lesser Evils, an ambitious, interconnected creative universe set against the grit and glamour of contemporary Brooklyn. By blending graphic novels, webtoons, and live-action short films, the project seeks to capture the unique cultural zeitgeist of the 2020s, mirroring the anxieties, aspirations, and absurdities of urban life through a supernatural lens.
The brainchild of writer Ian Grody and director/producer Justin Fair, with art by the acclaimed Yishan Li, Lesser Evils positions itself not just as a comic series, but as a cultural exploration. It is a world where the mundane frustrations of modern existence—heartbreak, career instability, and toxic social dynamics—are manifested as literal monsters, genies, and ancient entities.
The Core Concept: Supernatural Realism in Brooklyn
At its heart, Lesser Evils explores the "insidious evils" that plague the human experience. Co-creator Justin Fair, drawing inspiration from the gritty rock sensibilities of the 90s, describes these as the "little things that kill." According to the creators, the universe serves as a "guided tour" through the microcosms of Brooklyn, where the line between reality and the paranormal is blurred by the sheer weight of human emotion.
The series is built upon four foundational pillars, each representing a distinct facet of modern life:
- EMMETT: A story of supernatural self-love and vengeance, centering on an artisan potter who conjures a golem to navigate the aftermath of a traumatic breakup.
- GINN: An exploration of the "quarter-life crisis," following a foul-mouthed, existential genie who attempts to find meaning outside of his former master’s service.
- THRIFTR: A cautionary tale of modern entrepreneurship, focusing on two NYU graduates whose boutique store becomes a vessel for a cursed, soul-consuming antique.
- TAILS: A narrative of empowerment, where a mistreated restaurant worker must choose between a literal escape under the sea with a mermaid or confronting her workplace tormentor.
Chronology and Strategic Rollout
AWA Studios has implemented a high-velocity, digital-first strategy to ensure Lesser Evils reaches a global audience simultaneously. The rollout began on May 25, 2022, with the digital release of EMMETT #1 across the GlobalComix platform.
The release strategy is broken down into three distinct phases:
Phase 1: Digital Immersion (May – July 2022)
Recognizing the shifting habits of comic readers, AWA prioritized accessibility. Emmett #1 was made available in six languages—English, French, Spanish, Italian, Brazilian Portuguese, and Hindi. This multilingual approach underscores AWA’s intent to build a worldwide fandom immediately upon launch. Complementing the primary comics, the studio scheduled a nine-week "webtoon blitz," releasing three episodes per week to maintain engagement and momentum.
Phase 2: The Physical Pivot (August 2022)
Following the digital saturation strategy, the Lesser Evils universe transitioned to the traditional direct market. The print edition of Emmett #1 hit comic shops on August 24, 2022, serving as a gateway for collectors and traditional readers to enter the ecosystem. This was designed as the launching pad for the subsequent series, Ginn, Thriftr, and Tails, which were slated for phased print releases throughout the remainder of the year.
Phase 3: Transmedia Expansion
The project is not confined to static pages. AWA Studios produced a live-action short film titled Emmett, which acts as a narrative anchor for the series. Directed by Justin Fair, the film features an impressive cast, including Meredith Alloway, Jake Cannavale, and the vocal talents of Isiah Whitlock Jr. as the titular golem. This integration of film and print demonstrates the studio’s commitment to "cross-pollination" between mediums, a strategy that first gained traction at the 2021 Tribeca Festival.
Supporting Data: Why Brooklyn?
The creators’ decision to center the universe in Brooklyn was not merely aesthetic; it was calculated for its sociological depth. As Ian Grody explained, Brooklyn represents a "place of becoming." It is a magnet for individuals seeking reinvention, creating an environment defined by high-stakes hope and equally high-stakes desperation.
"Any place where there’s that much hope and desperation and frustration is already full of magic," Grody noted. "No better venue for our eerie and eerily familiar tales."
This sentiment is supported by the production team’s focus on "contemporary culture." By weaving in references to modern music, viral memes, and current cinematic tropes, the series aims to remain "relatable" in a way that legacy superhero comics often struggle to achieve. Artist Yishan Li, known for her work on Hellboy and Batwoman, noted that the tone—a mix of chilling, funny, and everyday mystery—is the ideal playground for her visual style, allowing her to ground supernatural elements in the recognizable architecture and atmosphere of NYC.
Official Responses and Industry Reception
The partnership between AWA Studios and GlobalComix has been hailed as a model for the "new breed" of digital-era publishing.
Will Graves, Managing Editor at AWA Studios, highlighted the importance of the 2021 Tribeca session in the project’s inception. "We knew they [Grody and Fair] had a creative style that synced perfectly with modern storytelling capable of inspiring a new generation of readers," Graves stated. "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 the initiative, noting that the simultaneous, multi-language, digital-first approach is "one of the coolest and strongest initiatives we’ve seen for building worldwide fandom around a new franchise."
A Note on Evolving Plans
It is worth noting that the initial promotional roadmap for Lesser Evils included plans for NFT (non-fungible token) integration. However, in a transparent move by AWA Studios, these plans were formally rescinded shortly after the initial announcement. The studio cited the rapidly changing nature of the "web3" landscape as the primary reason for the pivot, demonstrating a willingness to remain agile and responsive to market sentiment.
Implications: The Future of Shared Universes
Lesser Evils represents a significant case study in the current evolution of comic book publishing. By moving away from the traditional, siloed release schedules of the past, AWA is testing a model where:
- Platform Neutrality: Content is designed to exist as effectively on a phone screen as it does on a physical page.
- Global Accessibility: Linguistic barriers are removed at the point of origin, rather than through retrospective translation.
- Transmedia Synergy: The "universe" is not just a collection of titles, but a collection of experiences, where the short film is as integral to the lore as the print comics.
If successful, the Lesser Evils model could pave the way for other mid-tier studios to challenge the dominance of "Big Two" publishers (Marvel and DC) by focusing on niche, culturally relevant, and highly mobile-accessible IP. The project suggests that for a new generation of readers, the "universe" is no longer defined by multiverses and cosmic battles, but by the "lesser evils" found in their own apartments, workplaces, and social circles.
As the series continues to unfold, its impact will be measured not just by issue sales, but by its ability to maintain a cohesive narrative thread across diverse media—a feat that has become the gold standard for success in the modern entertainment industry. For AWA Studios, the journey into the looking glass of Brooklyn is only just beginning.
Pevita Pearce
Neng Nana
