Ali Ikhwan
In an era where comic book publishers are increasingly seeking cross-media synergy, AWA Studios has launched an ambitious, multi-platform narrative project that blends the gritty, fast-paced reality of Brooklyn with the uncanny edges of the supernatural. Titled Lesser Evils, this shared universe is designed to mirror the complexities of contemporary life—heartbreak, ambition, self-reinvention, and the “hype-obsessed” nature of modern culture—through the lens of magical realism and horror.
Created by writer Ian Grody and director Justin Fair, and featuring the distinct visual style of illustrator Yishan Li, Lesser Evils represents a departure from traditional superhero tropes. Instead, it offers a “guided tour” through the internal and external microcosms of New York’s most culturally dense borough, positioning itself as a saga for the digital-native generation.
The Genesis of a New Mythology
The concept for Lesser Evils was born from a desire to capture the zeitgeist of modern urban living. During a 2021 panel at the Tribeca Film Festival, where AWA Studios hosted a session on the convergence of graphic fiction and screen media, Grody and Fair connected with AWA’s leadership. The resulting partnership sought to build a franchise that did not merely adapt a single comic into a film, but rather launched an entire universe across comics, webtoons, and live-action shorts simultaneously.
“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 a place of becoming. 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 universe is built upon four core pillars, each representing a distinct supernatural narrative that explores the darker, “lesser” evils that people navigate in their daily lives.
Chronology and Multi-Platform Rollout
The Lesser Evils launch strategy is designed to maximize digital accessibility, emphasizing a global, day-and-date release format.
- May 25, 2022: The digital debut of EMMETT #1 on GlobalComix, released simultaneously in six languages: English, French, Spanish, Italian, Brazilian Portuguese, and Hindi.
- May 25 – July 22, 2022: A serialized webtoon rollout, with three new episodes released per week for nine weeks.
- August 24, 2022: The official physical retail launch for Emmett #1 in comic shops, marking the transition from digital-first to a traditional collector’s market.
- Ongoing: Following the success of Emmett, AWA Studios has confirmed plans to release Ginn, Thriftr, and Tails in both print and digital formats throughout the remainder of the year.
The Four Tales of Brooklyn
The Lesser Evils universe thrives on the intersection of the mundane and the monstrous. Each series functions as a standalone story while contributing to a broader, interconnected map of a supernatural Brooklyn.
1. Emmett: The Golem with Benefits
The flagship title, Emmett, centers on Lydia Loew, an artisan potter residing in Bushwick. Following a particularly grueling breakup, Lydia’s emotional turmoil manifests in the clay of her studio, accidentally conjuring a Golem. Unlike the traditional, lumbering golems of folklore, Emmett is a functional, modern companion—handy around the house, a talented bartender, and a willing accomplice in Lydia’s quest for revenge against her ex.
2. Ginn: The Quarter-Life Crisis
This narrative follows a foul-mouthed, alcoholic genie who finds himself adrift after being granted freedom by his master. His existential spiral is interrupted when he falls for a human woman working for the Make-A-Wish Foundation. The series explores the concept of “meaning” in an immortal life, complicated by the return of his former master, who threatens to destroy his newfound happiness.
3. Thriftr: The Startup Horror
A satirical take on the Brooklyn boutique scene, Thriftr follows two NYU graduates who open a high-end vintage shop in Greenpoint. The business is threatened when they discover an antique wooden sculpture in their inventory that no one ordered. The object begins feeding on the suppressed animosity between the two co-owners, turning their entrepreneurial dream into a fight for survival.
4. Tails: The Under-the-Sea Escape
Addressing workplace harassment and the pursuit of autonomy, Tails tells the story of Maude, a talented line cook subjected to a predatory, celebrity-chef-style boss. After befriending a mermaid in the canal near her restaurant, Maude is presented with an impossible choice: flee to an underwater life or stay and confront her abuser head-on.
Official Responses and Creative Vision
The creative team behind Lesser Evils has been vocal about the project’s thematic underpinnings. Director Justin Fair invoked a cultural touchstone when describing the title, noting that the “lesser evils” are the self-inflicted, insidious pitfalls of modern social life.
“It’s the little things that kill,” Fair stated, echoing the lyrics of Gavin Rossdale. “They are the obstacles we all must navigate within ourselves to achieve a successful place in our social circles, in our neighborhoods, and in the world.”
AWA Studios Managing Editor Will Graves highlighted the collaboration as a “full-circle moment,” noting that the project’s success in moving from a festival pitch to a fully realized transmedia universe is a testament to the talent of Grody and Fair. Illustrator Yishan Li, whose credits include Hellboy and Batwoman, noted that the tone of the series—a mix of mystery, mundane life, and chilling supernatural elements—is perfectly suited to her artistic sensibilities.
Christopher Carter, CEO of GlobalComix, lauded AWA’s digital-first initiative, stating: “They represent a new breed of comic publishers that are living at the forefront of publishing and innovation in the digital era.”
Implications for the Comic Industry
The Lesser Evils project serves as a significant case study for the current state of comic publishing. By prioritizing digital-first, multi-language availability, AWA Studios is bypassing the traditional gatekeeping of the North American direct market to build a global audience from day one.
The Rise of Transmedia Publishing
The inclusion of a live-action short film—starring Meredith Alloway, Jake Cannavale, and the voice of Isiah Whitlock Jr.—indicates that AWA is treating Lesser Evils as an intellectual property (IP) incubator. By creating live-action assets alongside the comics, the studio is lowering the barrier to entry for potential film and television adaptations, providing visual proof-of-concept for their stories.
The Evolution of Digital Distribution
While some publishers remain hesitant to embrace digital-first models for fear of cannibalizing physical sales, AWA’s strategy suggests that the two formats are complementary. The nine-week webtoon release cycle acts as a “lead-in” that builds hype for the eventual retail release of the collected physical issues. This serial-to-collection model is common in the manga industry but is increasingly being adopted by American indie publishers looking to capture the attention of younger, web-native readers.
A Pivot in Strategy
It is worth noting that the project has not been without its adjustments. Initial announcements regarding the integration of NFTs (Non-Fungible Tokens) into the Lesser Evils ecosystem were retracted by AWA Studios. The company cited the rapid volatility and shifting landscape of the Web3 space as the reason for the decision, indicating a pragmatic approach to new technologies. By pivoting away from potentially controversial digital assets to focus entirely on narrative quality, AWA has signaled that it is prioritizing long-term brand equity over speculative digital trends.
Conclusion
Lesser Evils stands at the crossroads of modern graphic fiction. By anchoring its supernatural high-concepts in the raw, authentic frustrations of Brooklyn life, AWA Studios has created a universe that feels both alien and intimately familiar. Whether it is a golem making cocktails or a genie navigating the dating scene, the series manages to treat its monsters with the same empathy as its humans. As the project continues to roll out across its various platforms, it will be a key project to watch for anyone interested in the future of franchise-building in the modern comic book industry.
Azzam Bilal Chamdy
Muslim
