Tim Hill: Hop has attitude thanks to Russell Brand
The film, which features the voices of James Marsden and Elizabeth Perkins, tells the story of the Easter Bunny's teenage son, who heads to Hollywood in a bid to become a musician in a rock band.
Speaking to the Los Angeles Times, Tim Hill said he liked that Brand's personality didn't fit into most people's idea of what a rabbit should be.
"A rabbit is cute and fluffy, and that's counter to how people think of Russell," the director explained.
He said that the makers of the film looked at "thousands" of images of bunnies to design a rabbit which was "innocent and cute and then had Russell give him attitude".
David Hasselhoff, Hugh Laurie and Gary Cole also voice characters in the film, which was released on April 1st.
Brand previously starred in films such as Get Him to the Greek, Forgetting Sarah Marshall and The Tempest.