In the landscape of modern graphic fiction, few publishers have demonstrated as much agility and forward-thinking ambition as AWA Studios. In May 2022, the publisher pulled back the curtain on its most ambitious project to date: Lesser Evils, a sprawling, interconnected shared universe that mashes up the gritty, hype-obsessed reality of contemporary Brooklyn with the bizarre, often chilling nature of the supernatural. By blending comics, digital webtoons, and live-action short films, AWA is attempting to redefine how modern audiences engage with character-driven genre fiction.
The Genesis of a New Mythos: Main Facts
At its core, Lesser Evils is a series of interconnected tales set in the high-pressure cooker of Brooklyn, New York. The universe functions as a "supernatural reflection" of modern life, where mythical entities—ranging from golems to mermaids and existential genies—collide with the mundane struggles of heartbreak, ambition, and the digital-age hustle.
The project was spearheaded by writer Ian Grody and director/producer Justin Fair, with artwork provided by the celebrated illustrator Yishan Li, known for her work on Hellboy and Batwoman. The overarching narrative premise posits that the "lesser evils" in our lives are not necessarily external monsters, but the self-inflicted, insidious habits and internal conflicts that dictate our social and personal well-being.
The universe launches with four distinct inaugural stories, each highlighting a different facet of the Brooklyn experience:
- EMMETT: A dark, comedic exploration of a potter who, in the wake of a traumatic breakup, accidentally conjures a golem to serve as a companion and instrument of vengeance.
- GINN: A story centered on a disillusioned, alcoholic genie facing a quarter-life crisis, who finds unexpected purpose while falling for a human working for the Make-A-Wish Foundation.
- THRIFTR: A supernatural take on the "start-up" culture, focusing on two NYU graduates running a high-end vintage shop that becomes a breeding ground for a malevolent antique entity.
- TAILS: A story of empowerment featuring a line cook who discovers a mermaid living in a Brooklyn canal, forcing a choice between a life of aquatic escapism or confronting her abusive boss.
A Chronological Roadmap of the Launch
The rollout of Lesser Evils was meticulously designed to capitalize on the digital-first nature of modern fandom.
- May 25, 2022: The official launch began with the digital release of EMMETT #1 on the GlobalComix platform. Notably, this release arrived in six languages—English, French, Spanish, Italian, Brazilian Portuguese, and Hindi—signaling AWA’s global ambitions.
- May – July 2022: AWA implemented a high-frequency release schedule for webtoons, publishing three episodes per week over a nine-week span. This sustained engagement strategy was designed to maintain audience interest in a crowded digital marketplace.
- August 24, 2022: The physical comic shop debut. EMMETT #1 hit shelves in brick-and-mortar stores, marking the transition from digital experimentation to traditional retail, followed by the sequential rollout of GINN, THRIFTR, and TAILS.
Behind the Curtain: The Creative Vision
The collaboration between AWA Studios and the creative team of Grody and Fair was born out of a cross-industry synergy. The two creators first connected with AWA at the 2021 Tribeca Film Festival during a session focused on the convergence of graphic fiction with film and television.
"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. Any place where there’s that much hope and desperation and frustration is already full of magic."
Justin Fair, who directed the accompanying live-action short film EMMETT, drew thematic inspiration from the music industry, famously citing Gavin Rossdale’s sentiment: "It’s the little things that kill." Fair explained that the series acts as a "guided tour" for the reader through the exotic microcosms of both Brooklyn and the human psyche.
The project’s illustrator, Yishan Li, brought a specific aesthetic to the series, balancing the mundane with the uncanny. "It’s kind of slightly chilling, slightly funny, but more of a mystery, everyday life kind of thing," Li noted. "That’s definitely something I like to draw."
Institutional Perspectives and Industry Implications
The industry response to Lesser Evils has been largely defined by the publisher’s innovative distribution model. Christopher Carter, CEO of GlobalComix, praised AWA’s strategy, noting that the combination of day-and-date digital releases in multiple languages is the "strongest initiative" for building international fandoms.
Will Graves, Managing Editor at AWA Studios, underscored the collaborative nature of the project. "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," Graves stated.
The project also highlights a shift in how publishers view intellectual property (IP). By launching as a transmedia property—simultaneously existing as comics, webtoons, and live-action film—AWA is positioning itself as a studio rather than just a publisher. This "universe-first" approach is reminiscent of major Hollywood production models but scaled for the agile, creator-owned comic book market.
A Note on Digital Evolution
It is worth noting that the initial announcement of Lesser Evils included plans for a collection of NFTs. However, in an update to the original press material, AWA Studios requested the removal of all references to blockchain collectibles. The publisher cited the rapidly changing nature of the "web3" landscape as the primary reason for the pivot, highlighting the volatility of digital markets even for companies at the cutting edge of tech-integrated publishing.
Implications for the Future of Comics
The Lesser Evils initiative serves as a case study for the "new breed" of comic publishers. By prioritizing digital accessibility, global reach, and genre-blending storytelling, AWA is effectively targeting a demographic that consumes media across multiple platforms simultaneously.
The success of Lesser Evils will likely be measured not just by comic book sales, but by the ability of these characters to sustain interest across their various media manifestations. If the series succeeds, it could serve as a template for other mid-tier publishers looking to compete with industry giants by creating tight, hyper-modern, and highly exportable universes.
Ultimately, Lesser Evils is a reflection of the modern creative experience: a blend of high-concept fantasy and the crushing, relatable reality of city life. Whether the audience is looking for a supernatural thrill or a mirror to their own urban anxieties, the Lesser Evils universe promises to be an essential, albeit unsettling, part of the modern cultural landscape. As the series continues to unfold through its various channels, it remains a bold testament to what happens when you turn the looking glass toward the strange, magical, and often heartbreaking corners of the world we live in today.
