Marvel's Editor-in-Chief at the time, Jim Shooter, produced a rough story concept for the series, creating the idea of the two warring factions of alien robots – the heroic Autobots and the evil Decepticons. To flesh out his concept, Shooter called upon veteran editor Dennis O'Neil to create character names and profiles for the cast, but O'Neill's work did not meet with Hasbro's expectations, and they requested heavy revisions. O'Neill declined to make said revisions, and the project was turned down by several writers and editors approached by Shooter until editor Bob Budiansky accepted the task. Hastily performing the revisions over a weekend, Budiansky's new names and profiles were a hit with Hasbro, and production began on a bi-monthly four-issue comic book miniseries, and three-part television pilot. Both comic and cartoon would wind up continuing for years beyond these short-term beginnings, using Budiansky's original development work as a springboard to tell the story of the Transformers in very different ways from one another, forming two separate, unrelated continuities for the brand out of the gate.