Ellen Rapoport and Paul Feig are set to celebrate the female gaze. HBO Max just handed out a pilot order to “Minx,” their comedy about a young feminist who launches a business in the hopes of catering to women’s desires. Deadline confirmed the news.

Set in 1970s LA, the project sees its “earnest” protagonist teaming up “with a low-rent publisher to create the first erotic magazine for women.” Rapoport penned the script. She and Feig are among “Minx’s” exec producers.

“Minx” is just the latest in a long line of women-centric projects Feig’s been attached to. His directing credits include “A Simple Favor,” “The Heat,” and “Bridesmaids.” He most recently directed Emilia Clarke-starrer “Last Christmas.” The “Freaks and Geeks” creator is a long-time advocate of gender equality in the entertainment industry, both on-screen and behind the scenes. He’s producing Stella Meghie’s London-set comedy “American Princess” and Eva Longoria’s feature directorial debut, workplace comedy “24-7.”

Rapoport has a number of projects in the pipeline. She co-wrote the screenplay for Paramount’s “Clifford the Big Red Dog,” slated to hit theaters November 13, and is behind the screenplay for “Desperados,” an upcoming Netflix comedy about a woman who travels to Mexico in a desperate effort to delete an email she sent her new boyfriend.

If you’re interested in other stories about women in publishing, you may want to check out Freeform’s “The Bold Type,” a drama that takes place behind the scenes at a women’s magazine, or Amazon’s short-lived but much-loved “Good Girls Revolt,” set in a 1960s newsroom.