In an era where comic book storytelling is increasingly transcending the boundaries of the printed page, AWA Studios has launched an ambitious, multi-platform endeavor that promises to redefine the "shared universe" concept. Titled Lesser Evils, this expansive project offers a surreal, modern-day odyssey through the heart of Brooklyn, blending urban ennui with supernatural chaos. By weaving together comics, webtoons, and live-action short films, creators Ian Grody and Justin Fair—alongside illustrator Yishan Li—have crafted a narrative tapestry that is as much about the anxieties of 21st-century life as it is about the monsters lurking in the shadows of the city.
The Core Concept: Supernatural Stakes in the Concrete Jungle
Lesser Evils functions as a "looking glass" into a version of Brooklyn that feels eerily familiar yet profoundly distorted. The premise hinges on a simple, biting observation: the most dangerous monsters we face aren’t necessarily mythical, but the "lesser evils"—the insidious, self-inflicted habits, heartbreaks, and social pressures that dictate our daily existence.
The universe introduces a motley crew of supernatural entities—golems, genies, demons, and mermaids—who find themselves navigating the hyper-modern culture of Brooklyn. These entities are not just set dressing; they serve as metaphors for the human condition. They collide with a population that is "hype-obsessed," "hard-living," and perpetually searching for a sense of belonging in a city that demands constant reinvention.
Chronology of the ‘Lesser Evils’ Rollout
The rollout of the Lesser Evils universe was designed to be as fluid and digital-forward as the modern audience it targets.
- May 25, 2022: The digital launch of EMMETT #1: A LESSER EVILS STORY occurred on the GlobalComix platform. Notably, this release arrived in six languages—English, French, Spanish, Italian, Brazilian Portuguese, and Hindi—signaling AWA’s intent to cultivate a truly global fanbase from the outset.
- May 25 – July 22, 2022: A nine-week digital campaign began, featuring the serialization of three webtoon episodes per week, keeping the momentum high for digital readers.
- August 24, 2022: The official print launch hit comic book retail shops, beginning with Emmett #1, followed by a staggered release of the subsequent titles: Ginn, Thriftr, and Tails.
- Ongoing: The expansion of the universe into short-form live-action content began with the promotional film Emmett, starring Meredith Alloway and featuring the voice of Isiah Whitlock Jr.
The Narrative Slate: Four Pillars of the Universe
The Lesser Evils universe is built upon four distinct but interconnected titles, each exploring a different facet of the "supernatural vs. mundane" conflict.
1. Emmett: The Golem of Bushwick
The flagship title, Emmett, centers on Lydia Loew, an artisan potter grappling with the aftermath of a traumatic breakup. In a moment of sheer, alcohol-fueled despair, she inadvertently conjures a golem from the clay in her studio. Emmett is not your standard monster; he is a domestic force of nature who mixes cocktails, performs household chores, and—most importantly—acts as an enforcer for Lydia’s quest for vengeance.
2. Ginn: The Quarter-Eon Crisis
Ginn offers a darker, more cynical take on the "genie in a bottle" trope. After being granted his freedom by a master, a foul-mouthed, hedonistic genie finds himself spiraling into an existential crisis. He eventually finds a tether to humanity through a woman working for the Make-A-Wish Foundation. The narrative tension peaks when his former master returns, forcing the genie to choose between his newfound humanity and his supernatural servitude.
3. Thriftr: The Haunted Boutique
Thriftr leans into the aesthetic of the Brooklyn startup culture. Two NYU graduates, one driven by design and the other by business, open a high-end vintage boutique in Greenpoint. The store becomes a powder keg of tension when an uncatalogued, mysterious antique sculpture enters their inventory. The object begins feeding on the duo’s suppressed professional animosity, transforming their business venture into a fight for survival.
4. Tails: The Price of Power
Tails tackles themes of workplace harassment and empowerment. Maude, a talented line cook, is being tormented by a predatory, celebrity-chef-style boss. When she discovers a mermaid living in the canal adjacent to her restaurant, she is presented with a literal escape from her reality. The story explores whether Maude will choose the allure of the sea or find the strength to dismantle the toxic hierarchy of her workplace.
Official Perspectives: The Philosophy of the Creative Team
The vision behind Lesser Evils is deeply rooted in the lived experience of its creators. Writer Ian Grody emphasizes the importance of the setting, noting that Brooklyn is "a place of becoming." He views the borough as a crucible where hope and desperation exist in equal measure, making it the ideal venue for stories that are "eerie and eerily familiar."
Director and producer Justin Fair leans on a quote from Gavin Rossdale of the band Bush: "It’s the little things that kill." According to Fair, the series is meant to be a "guided tour" through the microscopic, often ignored evils that threaten one’s well-being. He posits that the humor and supernatural thrills are vehicles to help readers navigate their own internal "exotic microcosms."
Yishan Li, the illustrator tasked with bringing this vision to life, describes the tone as "slightly chilling, slightly funny, but more of a mystery, everyday life kind of thing." Her aesthetic choice focuses on grounding the supernatural elements within the grittiness of urban Brooklyn, allowing the reader to accept the existence of a golem or a mermaid as an extension of the city’s inherent strangeness.
Industry Implications and Digital Innovation
The partnership between AWA Studios and GlobalComix represents a significant shift in how comic publishers approach global distribution. Christopher Carter, CEO of GlobalComix, has publicly lauded AWA as a "new breed of comic publisher." By launching in multiple languages simultaneously and prioritizing a digital-first approach, AWA is attempting to bypass the traditional, often sluggish, print-only distribution models that have historically limited the reach of independent comic universes.
The project also highlights a growing trend in "transmedia storytelling." By developing a universe that spans traditional comics, serialized webtoons, and live-action short films, AWA is essentially building a proof-of-concept for broader intellectual property (IP) adaptation. Their appearance at the Tribeca 2021 session regarding the crossover between graphic fiction and film was a clear signal of their long-term intent: Lesser Evils is not just a comic; it is a franchise incubator.
A Note on Evolving Strategy
It is worth noting that the project’s initial marketing plan included the integration of Non-Fungible Tokens (NFTs) as a component of the Lesser Evils brand. However, as the digital landscape shifted rapidly in 2022, AWA Studios made a proactive decision to pivot away from this strategy. This adjustment serves as a reminder of the volatility inherent in the modern "web3" space and highlights the studio’s willingness to adapt its business model to match the changing climate of digital consumerism.
Conclusion: Why ‘Lesser Evils’ Matters
In a market saturated with capes, cowls, and intergalactic threats, Lesser Evils stands out by shrinking the stakes to the human level. It asks a profound question: if you had the power to conjure a demon, would you use it to destroy your enemies, or would you use it to finally fix your life? By grounding the supernatural in the very real, very messy realities of modern Brooklyn—the bad breakups, the startup rivalries, and the toxic workplaces—AWA Studios has created a mirror for the contemporary reader. As the series continues to unfold across its various platforms, it remains a testament to the idea that the most compelling stories are the ones that find magic in the mundane, and horror in the everyday.
