For each webcomic in the Morning Improv series, McCloud picked a title that was sent to him by one of his fans and based the rest of the story around it.

McCloud continued The Morning Improv in July 2003, after a year-long hiatus, using a slightly different mechanism to select a title.

His October 2001 webcomic, "Brad's Somber Mood", combines existential despair and nihilism with references to Vladimir Nabokov and Ingmar Bergman in only 11 panels.

"[5] The Morning Improv won a Web Cartoonists' Choice Award in 2004 for the "Outstanding Use of Infinite Canvas" category.

[6] Dani Atkinson of Sequential Tart said of McCloud's viewer participation set-up that it had an "addictive pleasure", stating that "watching the daily rise and fall of a title in the polls has the same thrills as a horse race.