Nila Kartika Wati
In the rapidly evolving landscape of contemporary transmedia storytelling, AWA Studios has positioned itself at the vanguard of innovation. Their latest endeavor, the Lesser Evils universe, represents a bold, genre-bending experiment that treats Brooklyn not merely as a geographic location, but as a supernatural crucible for the modern human experience. By blending the mundane struggles of heartbreak, corporate burnout, and social climbing with high-concept folklore, creators Ian Grody and Justin Fair have constructed a narrative ecosystem that defies traditional categorization.
The Core Concept: Brooklyn Through the Looking Glass
At its heart, Lesser Evils is an anthology-style shared universe that explores the "lesser evils"—the insidious, self-inflicted pitfalls that threaten our personal well-being. Whether it is the paralyzing grip of a bad breakup or the soul-crushing pressure of a failing startup, these stories are designed to resonate with the hyper-connected, yet emotionally isolated, generation of today.
The setting is a reimagined, uncanny version of Brooklyn. It is a place where a potter accidentally conjures a golem to act as a partner in revenge, where a genie finds himself in the midst of a quarter-life crisis, and where mermaids and demons collide with the anxieties of city dwellers. The project is a collaborative effort, anchored by the writing of Ian Grody, the directorial vision of Justin Fair, and the evocative, sharp-edged illustrations of artist Yishan Li.
Chronology and Launch Strategy: A Digital-First Approach
The rollout of Lesser Evils is a masterclass in modern distribution. Rather than relying on a traditional monthly print-only model, AWA Studios has embraced a global, digital-first strategy to cultivate an international audience.
- May 25, 2022: The official launch of the universe began with the digital release of EMMETT #1. To maximize accessibility, the title was released simultaneously in six languages: English, French, Spanish, Italian, Brazilian Portuguese, and Hindi, via the GlobalComix platform.
- May – July 2022: AWA implemented a rigorous webtoon release schedule, dropping three episodes per week over a nine-week period. This cadence was specifically chosen to build momentum and maintain reader engagement in an era of "binge-culture."
- August 24, 2022: The universe made its transition into physical comic book shops, beginning with the print version of Emmett #1, followed by the subsequent releases of Ginn, Thriftr, and Tails.
Exploring the Four Pillars: The Stories of ‘Lesser Evils’
The Lesser Evils universe is built upon four distinct narrative pillars, each exploring a unique facet of urban existence through a supernatural lens:
1. EMMETT: The Supernatural Revenge Fantasy
The inaugural story, Emmett, centers on Lydia Loew, an artisan potter residing in Bushwick. Following a devastating breakup, Lydia’s emotional distress triggers the accidental manifestation of a clay golem. Emmett serves as a dark, helpful, and strangely charming companion who aids Lydia in her quest for vengeance. It is a story about the intersection of creative labor and the darker impulses of the human heart.
2. GINN: The Existential Crisis
Ginn follows a former genie who, after being granted his freedom, finds himself spiraling into an existential void. The narrative takes a turn when he falls for a woman working for the Make-A-Wish Foundation, forcing him to reconcile his desire for human connection with the looming threat of his former master, who demands his return to servitude.
3. THRIFTR: The Startup Horror
A cautionary tale for the gig economy, Thriftr tells the story of two NYU graduates who open a high-end boutique in Greenpoint. Their ambition is tested when an antique sculpture arrives in their inventory unbidden, beginning to feed on their internal business rivalries. It is a clever, biting commentary on the toxic culture of modern entrepreneurship.
4. TAILS: The Power Struggle
Tails focuses on Maude, a talented line cook subjected to the predatory behavior of her employer. Her life takes a surreal turn when she befriends a mermaid living in a nearby canal. Offered an escape beneath the waves, Maude must decide whether to flee into the unknown or stay and dismantle the power dynamics that have made her life a misery.
Official Responses and Creative Vision
The creative team behind Lesser Evils emphasizes that the project was born out of a desire to reflect the specific anxieties of the 21st century.
"My aspiration from the jump has been to create a comic through the lens of contemporary culture," said Ian Grody. "Brooklyn was the perfect backdrop because it’s not only a cultural hub, it’s a place of becoming… Where people actively go to transform and reinvent themselves."
Justin Fair echoed this sentiment, drawing a surprising line from rock music to urban folklore. Referencing the band Bush, Fair noted, "It’s the little things that kill. Lesser Evils are the less obvious, often self-inflicted, more insidious evils that threaten our well-being."
From the publisher’s side, AWA Studios sees this as a pivotal moment in their expansion. Will Graves, Managing Editor at AWA, noted that the project originated from a 2021 Tribeca Film Festival session regarding the intersection of graphic fiction and cinematic media. The fact that this partnership evolved from a conversation into a multi-platform franchise within a year speaks to the agility of the studio’s production model.
Implications for the Comic Industry
The Lesser Evils project carries significant implications for the future of comic publishing.
The Shift Toward Transmedia Franchising
AWA Studios is moving away from the "single-medium" mindset. By simultaneously producing comics, webtoons, and live-action short films, they are creating a holistic brand experience. The short film Emmett—featuring performances by Meredith Alloway, Jake Cannavale, and the voice of Isiah Whitlock Jr.—serves as a high-quality "proof of concept" that the universe is ripe for live-action adaptation.
Global Localization as Standard
The decision to release the first issue in six languages simultaneously via GlobalComix highlights a shift in how publishers view their market. By treating non-English speaking territories as "day-one" priorities rather than secondary markets, AWA is attempting to build a truly global fandom from the ground up.
Digital Agility and Market Realities
The evolution of the Lesser Evils strategy is perhaps most notable in its transparency. While the initial announcement hinted at an interest in the NFT/Web3 space, the subsequent retraction of those plans demonstrates a crucial awareness of the volatile and rapidly changing nature of digital assets. By pivoting away from Web3 to focus on narrative and distribution, AWA prioritized the longevity of their intellectual property over speculative trends.
Conclusion: A Mirror to Our Own Lives
Lesser Evils is, at its core, a project about the friction of modern life. By utilizing the supernatural—golems, genies, and mermaids—the creators have provided a distance that allows readers to view their own "lesser evils" with a fresh, and often humorous, perspective.
As the universe continues to expand across comic book shops and digital platforms, it stands as a testament to the fact that the most frightening—and most rewarding—monsters we face are often the ones we create ourselves in the pursuit of love, success, and identity. For AWA Studios, Lesser Evils is not just another series; it is a blueprint for how a boutique publisher can command the attention of a global, digital-native audience.
Raul Delapena Setiawan
Layla Zulfa
