Warren Ellis announced the project at the 2007 San Diego Comic-Con with the statement: "I've written two hundred pages and I still have no idea what it's about… it's retro-punk, it's near future Steampunk" It was launched on February 15, 2008. New installments were released in six full-colour page episodes every week, a schedule that allows the story the chance to grow naturally. The series ran for 144 episodes, completing on Friday, August 5, 2011.