In an era where comic book publishers are increasingly looking toward cross-media synergy to capture the attention of digital-native audiences, AWA Studios has launched one of its most daring experiments to date: Lesser Evils. Far from a traditional capes-and-tights superhero saga, this shared universe serves as a surreal, supernatural exploration of the modern human condition, set against the grit and glamour of contemporary Brooklyn. By blending dark fantasy with the anxieties of millennial and Gen Z life—heartbreak, career burnout, and the relentless search for identity—AWA is positioning Lesser Evils as a cultural touchstone for a generation that views life through a digital lens.
The Core Concept: Brooklyn Through the Looking Glass
At its heart, Lesser Evils is an anthology-style shared universe that functions as a "supernatural mirror" held up to the city of Brooklyn. The narrative premise is deceptively simple: in a city where people flock to reinvent themselves, the intensity of human emotion—hope, desperation, frustration, and love—is enough to manifest literal magic.
The universe introduces readers to a menagerie of otherworldly entities co-existing with everyday New Yorkers. We encounter golems born from clay and heartbreak, foul-mouthed genies suffering from existential crises, demons that feed exclusively on "bad vibes," and mermaids haunting the canals of the borough. These beings are not merely backdrop; they are active participants in the social and professional struggles of their human counterparts.
The project is the brainchild of writer Ian Grody and director/producer Justin Fair, brought to life through the kinetic, evocative illustrations of Yishan Li. Together, they have crafted a world where the "lesser evils"—the subtle, often self-inflicted pitfalls of modern existence—are as dangerous as any monster.
A Chronology of the Lesser Evils Launch
The rollout of Lesser Evils represents a sophisticated, multi-platform release strategy that deviates from traditional comic book distribution.
- May 2021: The seeds of the collaboration are sown during a session at the Tribeca Film Festival, where creators Ian Grody and Justin Fair meet with the AWA Studios team to discuss the intersection of graphic fiction, film, and television.
- May 25, 2022: The official launch of the digital-first initiative. The first entry, EMMETT #1, is released on GlobalComix, simultaneously available in six languages: English, French, Spanish, Italian, Brazilian Portuguese, and Hindi. This global-first approach highlights AWA’s commitment to capturing an international audience from day one.
- May 25 – July 22, 2022: A high-frequency, nine-week digital release schedule begins, providing readers with three new webtoon episodes per week. This ensures consistent engagement and community building throughout the summer.
- August 24, 2022: The transition to physical retail. EMMETT #1 hits comic shop shelves, followed by a scheduled release of the subsequent series—GINN, THRIFTR, and TAILS—in local comic book stores across the country.
Breaking Down the Titles
The Lesser Evils universe is built upon four foundational pillars, each focusing on a distinct facet of contemporary struggle.
Emmett: The Supernatural Stoner Saga
The flagship story follows Lydia Loew, an artisan potter struggling in the wake of a brutal breakup. Her emotional collapse inadvertently brings a golem to life. Emmett, the titular character, becomes a darkly comedic, highly useful companion who helps Lydia navigate her life—and her revenge—with supernatural flair. It is a story about the messy process of self-love and the lengths to which we go to heal.
Ginn: The Quarter-Eon Crisis
A classic "genie in a bottle" trope is turned on its head. After being granted his freedom, a hard-drinking, cynical genie finds himself untethered from purpose. His arc revolves around finding meaning in the modern world after falling for a woman who works for the Make-A-Wish Foundation. The stakes rise when his former master threatens to target his newfound love unless Ginn returns to a life of servitude.
Thriftr: The Entrepreneurial Nightmare
This story taps into the "hustle culture" of Brooklyn. Two NYU graduates attempt to corner the market on high-end secondhand decor. However, their startup, Thriftr, takes a turn for the macabre when an uncatalogued antique wooden sculpture arrives in their inventory. The object acts as a psychic parasite, feeding on the growing animosity between the two business partners.
Tails: The Underwater Escape
Maude, a line cook, suffers under the thumb of a predatory, abusive boss. Her life takes a surreal turn when she discovers a mermaid living in a canal adjacent to her restaurant. The offer of a permanent escape into an underwater existence presents a haunting choice: surrender to a fantasy world or find the strength to confront her abuser in the real world.
Creative Vision and Official Responses
The philosophy driving Lesser Evils is rooted in the idea that art should reflect the culture it inhabits. Writer Ian Grody has spoken extensively about his desire to create a comic that feels "eerily familiar."
"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."
Justin Fair, who serves as the director for the project’s short film component, grounded the series in the classic rock-and-roll ethos. Referencing the musician Gavin Rossdale, Fair noted, "It’s the little things that kill." He views the series as a "guided tour" through the microcosms of Brooklyn, using the supernatural to highlight the insidious, self-inflicted pressures that threaten our personal growth.
AWA Studios Managing Editor Will Graves underscored the strategic importance of this project, noting that the collaboration reflects a "full-circle moment" that began at Tribeca 2021. "We knew they had a creative style that synced perfectly with modern storytelling capable of inspiring a new generation of readers," Graves noted.
Strategic Implications: The Future of Comic Publishing
The Lesser Evils launch is a case study in how modern publishers are navigating the shift toward digital consumption. By launching on platforms like GlobalComix, AWA is prioritizing accessibility and immediate reach. The decision to localize the release in six languages simultaneously is a clear signal that they are targeting a global "webtoon-style" audience rather than relying solely on the traditional North American "Direct Market" of comic shops.
The Transmedia Pivot
The inclusion of a live-action short film starring Meredith Alloway, Jake Cannavale, and Isiah Whitlock Jr. demonstrates a commitment to transmedia storytelling. By treating the comic, the webtoon, and the film as equal parts of a single ecosystem, AWA is lowering the barrier to entry for non-comic readers while providing depth for existing fans.
Navigating the Digital Economy
Notably, the project’s initial marketing plans included potential for NFTs, a sector that was rapidly gaining traction in 2022. However, in an update to their initial announcement, AWA Studios confirmed they were pulling back from these plans, citing the volatility of the Web3 space. This agility—the ability to pivot in response to a changing tech landscape—is emblematic of a publisher attempting to remain relevant in a fast-paced digital era.
Conclusion
Lesser Evils represents a significant evolution for AWA Studios. It is a project that understands its demographic, respects the culture of its setting, and leverages the strengths of the digital medium to build a community. By grounding its supernatural horror in the relatable, often exhausting realities of the 21st-century grind, AWA has managed to create a series that is not only a unique contribution to the medium but a blueprint for how independent publishers can thrive in a crowded, multi-platform media market. Whether it succeeds in becoming a long-term franchise remains to be seen, but its innovative launch and clear creative vision make it one of the most compelling experiments in recent comic history.
