MTV Cherry Girl film, director: Johnny Hardstaff, production co: RSA

MTV has launched a new website, Cherry Girl, with this quirky film from director Johnny Hardstaff.

The website is part of MTV Switch, the music channel's climate change initiative, and will reveal the philosophy of life according to the character Cherry Girl, says the press info. Cherry Girl is an impulsive character, who finds that her actions, which are seemingly self-indulgent, can have a positive effect on the people and environment around her. The site will contain a blog, and Cherry Girl will also have a presence on Facebook, Twitter and Flickr.

"The brief [for the film] was simply the story," says Johnny Hardstaff. "A girl makes unpredictable things happen through what might seem to be initially selfish actions. I designed the character, the film, and directed it. What wasn't live-action was created in-house at RSA 3D, and the flame work was handled by Framestore CFC.

"My aim was to make as quirky a film as I could within the constraints. I like it when you see tourists wandering around London with sweatshirts bearing broken English text. I wanted to make the visual equivalent to that. It doesn't quite make sense, but you get the feeling."

The Cherry Girl website is at mtvcherrygirl.com.