Ammar Sabilarrohman
In a bold move that signals a paradigm shift for modern independent publishing, AWA Studios has officially pulled back the curtain on Lesser Evils. Billed as a "Brooklyn through the looking glass" experience, the project is far more than a standard comic book launch. It is an expansive, multi-format shared universe that bridges the gap between traditional print comics, digital-first webtoons, and live-action short films. By anchoring its supernatural narrative in the hyper-modern, often frantic culture of contemporary Brooklyn, AWA is betting on a new generation of readers who crave stories that feel as grounded as they are otherworldly.
The Core Concept: Supernatural Stakes in the Concrete Jungle
At its heart, Lesser Evils is an exploration of the "little things that kill"—a nod to the insidious, self-inflicted struggles that define modern adult life. The universe follows a collection of supernatural entities—including golems, genies, and mermaids—who find themselves forced to navigate the same social circles, heartbreak, and career anxieties as their human counterparts.
The series was developed by a trio of creative voices: writer Ian Grody, director Justin Fair, and illustrator Yishan Li. Together, they have crafted a world where the fantastical serves as a metaphor for the anxieties of the 21st century. Whether it is a golem born from a post-breakup bender or a genie suffering from a quarter-life existential crisis, the characters in Lesser Evils are defined by their vulnerability, their spite, and their desire for genuine connection in an age of digital isolation.
A Chronology of the "Lesser Evils" Rollout
AWA Studios’ strategy for Lesser Evils is meticulously paced, designed to maintain engagement across several months and formats:
- May 25, 2022: The digital debut of EMMETT #1: A LESSER EVILS STORY on GlobalComix, released simultaneously in six languages (English, French, Spanish, Italian, Brazilian Portuguese, and Hindi).
- May 25 – July 22, 2022: A nine-week digital serialization window, featuring the release of three webtoon episodes per week.
- August 24, 2022: The physical comic shop launch of Emmett #1, marking the transition from digital-exclusive to print market presence.
- Ongoing (Post-August 2022): The rolling publication of the remaining core titles in the Lesser Evils lineup, including Ginn, Thriftr, and Tails.
Detailed Breakdown of the "Lesser Evils" Slate
The universe is built upon four foundational pillars, each focusing on a different supernatural archetype dealing with a distinct human trauma:
1. Emmett: The Golem with Benefits
The flagship title, Emmett, centers on Lydia Loew, a disillusioned potter living in Bushwick. Following a devastating breakup, Lydia accidentally conjures a golem from her own clay. Emmett is not a monster; he is a domestic companion who mixes drinks, handles chores, and serves as an instrument of vengeance against those who have wronged his creator. It is a story about self-love, rage, and the catharsis of having a supernatural sidekick.
2. Ginn: The Existential Genie
Ginn explores the "quarter-life crisis" through a foul-mouthed, hard-drinking genie who has finally secured his freedom. His path to redemption is complicated when he falls for a human woman who works for the Make-A-Wish Foundation. The conflict ignites when his former master threatens his newfound love, forcing Ginn to choose between his hard-won autonomy and the life of the woman he loves.
3. Thriftr: The Haunted Boutique
This narrative follows two NYU graduates who open a high-end, curated vintage boutique in Greenpoint. The business partnership begins to sour under the weight of their own animosity, which is then exacerbated by an antique wooden sculpture that appears in their inventory. The sculpture begins to feed on their toxicity, turning the shop into a psychological and supernatural battlefield.
4. Tails: Under the Sea
Tails is a story of reclaiming agency. Maude, a line cook, is trapped in a toxic work environment under a predatory, celebrity-chef-esque boss. When she encounters a mermaid in the Gowanus Canal, she is presented with a choice: escape to the sea forever or stand her ground against her tormentor. It is a modern take on the siren myth, centered on the struggle for workplace justice.
Official Responses and Creative Vision
The creative team behind Lesser Evils has been vocal about the project’s intent to reflect modern cultural sensibilities. Ian Grody, the series’ co-creator, emphasized that Brooklyn was chosen for its status as a "place of becoming."
"Any place where there’s that much hope and desperation and frustration is already full of magic," Grody stated during the announcement. "My aspiration from the jump has been to create a comic through the lens of contemporary culture… No better venue for our eerie and eerily familiar tales."
Justin Fair, the director and producer, framed the series as a "guided tour" of the subconscious. "The ‘Lesser Evils’ are the less obvious, often self-inflicted, more insidious evils that threaten our well-being," Fair explained. "Our hope is that through the drama, the humor, and the thrills and chills, we are navigating the obstacles we all must overcome to achieve a successful place in our social circles."
AWA Studios Managing Editor Will Graves noted that the project is the result of a creative synergy that began at the 2021 Tribeca Film Festival. "We knew [Grody and Fair] had a creative style that synced perfectly with modern storytelling capable of inspiring a new generation of readers," Graves remarked, noting that the collaboration represents a "full-circle moment" for the publisher.
Global Distribution and Digital Innovation
The partnership with GlobalComix marks a significant milestone for AWA Studios. By launching Emmett #1 in six languages simultaneously, AWA is targeting a borderless, global readership. Christopher Carter, CEO of GlobalComix, lauded the move as a sign of a "new breed of comic publishers" who understand that digital-first, multi-language availability is the key to building worldwide fandom in the current era. This "day-and-date" global release strategy removes the traditional barriers of regional licensing, allowing fans from Mumbai to São Paulo to engage with the story at the same moment.
Implications for the Industry
The launch of Lesser Evils holds several implications for the future of the medium:
- The Convergence of Media: By producing comics, webtoons, and live-action short films under one creative umbrella, AWA is demonstrating that the "shared universe" model is no longer exclusive to the big two (Marvel/DC). Small-to-mid-sized publishers are increasingly leveraging transmedia storytelling to maximize intellectual property (IP) value.
- Digital-First Dominance: The decision to release the series digitally before it hits physical shelves in comic shops is a calculated gamble on the habits of younger readers. It validates the "webtoon" model—characterized by vertical scrolling and frequent, bite-sized updates—as a legitimate entry point for traditional comic book publishers.
- Modernizing the Supernatural: Lesser Evils avoids the tropes of high fantasy in favor of urban realism. By placing monsters in the context of the gig economy, the rental market, and social media culture, AWA is positioning its brand as a curator of "genre-defying" content that appeals to a diverse, modern demographic.
As the series continues its rollout through the summer of 2022, the industry will be watching closely to see if this multi-layered approach to character-driven, urban-supernatural storytelling can capture the zeitgeist in the way AWA intends. For now, Lesser Evils stands as a testament to the idea that even in the most cynical, modern landscapes, there is always room for a little bit of magic—and a few, very specific, demons to fight.
Rifan Muazin
