This starts off as a fairly standard magical girl manga, with some really nice art. But by the last chapter, it becomes clear that this isn't going to be a typical series. It starts in a pretty standard way, with schoolgirls Madoka Kaname and Sayaka Miki getting the call to become magical girls and fight witches. They're guided by Mami, a more experienced magical girl, and Kyubey, an adorable, talking, magical critter. So far, quite normal, and it's only the art style that would make the series stand out. When the girls fight the witches, they enter into surreal, beautiful, creepy landscapes that are unlike anything I can remember seeing in the genre.
The last chapter throws quite a curveball, though it still leaves a ton of unanswered questions. This is the part where I really started to take notice. I don't know where this is going, but this is clearly not an average magical girl series, and I'm hooked.