Female directors might be few and far between, but one Copenhagen production house is bucking the trend by opening with a solely female line-up.

Coined Female Zoo, the oestrogen-fuelled company has been set up by executive producer Martin Bardrum and sales rep Anneli Hakkinen. Having run the more manly prod co Agent Zoo for the past ten years, Bardrum was keen to make a new strategic move. "Throughout the years we have seen so many commercials targeted to females but directed by males, and therefore too masculine and unappealing," he says. "That is the problem we wanted to solve."
Astounded by the fact that women purchase 90 per cent of all groceries, but that male directors account for 95 per cent of commercials, Bardrum and Hakkinen have decided to introduce a more feminine perspective to the business.

"In general women understand women better than men," continues Bardrum, "and women know more about lipsticks, for example, than men (with a few exceptions of course). Also women have a different aesthetic. It's typically softer, more elegant, and more insightful. Look at Sofia Coppola's latest work, it's a league of its own."

While the roster's attraction to fashion and beauty brands is apparent, the pair are also hoping to other capture other markets too - from cars to telecommunications - who are looking for a more deliberate feminine approach. And so far the reaction to the launch has been far better than they expected. "Scandinavia is doing quite well in the field of gender," adds Bardrum, "and we were curious to get feedback, not least from Southern Europe. Luckily 95 per cent was positive."

So far the roster has six leading ladies, both Danish and international, and is now looking to find its own place in the production industry "Agent Zoo has been offering mainly Scandinavian directors to the world's production companies looking for that special Scandinavian style," finishes Bardrum. "It's our hope that Female Zoo will become a great niche as well."