To women in an international industry with a depressing record on job equity in the key creative roles, the sunny but no-nonsense Serner is a guru delivering a message of cheerful determination. To hear her tell the story, at a recent TIFF industry panel about how to get more women working as film directors, all it takes is willpower to overcome systemic discrimination and unconscious bias. The Swedish numbers now vary from year to year, but in the best years, half of publicly funded film projects are lead by women, not because the institute set quotas but because it insisted that the individual commissioners who decide on funding become aware of the issue.