As a film director, I began advising the Minister of Culture on film policy in 2010, shaping national film strategy for 2013-2020, now on its third edition. Since 2013, as Head of the Film Institute, I have led initiatives to strengthen Estonian cinema and attract foreign productions via FilmEstonia. EFI supports TV series development, is one of the founders the European Writers Club and as a Board member of EFADs and representative of Eurimages, I advance the European film industries.