Matthew McConaughey and Woody Harrelson Team Up to Promote Texas Film Industry

Matthew McConaughey and Woody Harrelson Team Up to Promote Texas Film Industry

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.
Stray Vista Studios

Inside Stray Vista Studios – 80′ X 16.5′ LED Volume Wall
A Texas Homecoming
The production team, including producers Zack Stauffer, Nate Strayer, and George Lane, alongside executive producer Tom Harrison, emphasized the importance of keeping the project authentically Texan. From the cast to the crew, the campaign leaned heavily on local talent and resources to highlight Texas as a creative powerhouse.
Renée Zellweger’s involvement underscored the project’s mission. As a Texas native, she passionately supports efforts to grow the state’s film industry. “It’s about bringing our stories home and showcasing what makes Texas unique,” Zellweger shared during production.
A Call to Action
True to Texas isn’t just a promotional video—it’s a rallying cry. The campaign seeks to convince local lawmakers to adopt a new film incentive program, making Texas more competitive with production hubs like Georgia and New Mexico.
“This campaign is about showing the world—and the government—that Texas has the talent, infrastructure, and heart to be a global leader in film production,” said Strayer.
The video’s star power, humor, and stunning visuals are already generating buzz. As Texas continues to invest in its creative industries, projects like True to Texas serve as a reminder of the state’s untapped potential. You can watch the full video below –