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Texas is making a bold statement in the film industry with the release of True to Texas, a promotional video aimed at showcasing the state as a premier production hub. Featuring Texas-born legends Matthew McConaughey, Woody Harrelson, Billy Bob Thornton, Renée Zellweger, Dennis Quaid, and more, the spot is both a love letter to the Lone Star State and a strategic push to advocate for new film incentives. But how did this unique project come together?

The Concept: A Road Trip of Texas Talent

The idea for True to Texas began as a collaboration between George Lane and Nate Strayer, owner of Stray Vista Studios in Austin, Texas. Their vision was simple yet powerful: create a campaign that brings homegrown talent back to Texas to promote the state as a prime location for film and TV production. The initial concept—a road trip of Texas actors rallying to bring productions home—naturally led them to Matthew McConaughey and Woody Harrelson.

With McConaughey and Harrelson’s undeniable chemistry and their connection to True Detective, the project quickly gained momentum. George Lane reached out to True Detective creator Nic Pizzolatto, who eagerly joined as the director.

Script and Casting

The script was a collaborative effort by Strayer, Aaron Mouer, and Nic Pizzolatto. Once McConaughey and Harrelson signed on, the project snowballed, bringing an A-list cast of Texas-born talent on board. Notable additions included Billy Bob Thornton, fresh off his success in Taylor Sheridan’s Land Man, and Renée Zellweger, a proud Texan with a passion for supporting local filmmaking.

“Getting A-list actors in the same room is always a challenge,” said Nate Strayer. “But utilizing the virtual production capabilities at Stray Vista Studios allowed us to simplify logistics and create a cohesive scene, even with the stars’ busy schedules.”

Filming at Stray Vista Studios

The production took full advantage of Stray Vista Studios’ state-of-the-art LED volume stage—the largest in Central Texas. The studio’s virtual production technology made it possible to shoot multiple scenes with the cast in one space, seamlessly blending backgrounds and reducing the need for elaborate on-location shoots.

While much of the filming took place at Stray Vista Studios in Austin, Billy Bob Thornton’s scenes were shot in Fort Worth to accommodate his schedule. The project also enlisted Texas native and Emmy-nominated cinematographer Jimmy Lindsey, ASC, to ensure the visuals captured the essence of the state.