A Film Ecosystem Built to Compete
Summary
Houston has the looks. The talent. Global connectivity. What it needed was the connective tissue—one clear, data-backed plan to turn all that potential into a film ecosystem productions can trust. Houston First and the Houston Film Commission partnered with Madden to create a five-year strategic roadmap designed to elevate Houston as a premier film and media destination—locally, nationally, and internationally—by strengthening relationships, growing the workforce, advancing infrastructure, and sharpening the story Houston tells to the industry.
Client
Houston Film Commission
Scope
Brand Identity
Campaign Title
Film Commission Strategy
A Film City with the Pieces (but not the playbook)
Houston had diverse locations, a strong talent base, and a major international airport (hello, easy access). But like a lot of big markets, it faced a familiar problem: having the assets isn’t the same as activating them. To compete for major film and television projects, Houston needed a strategy that connected the dots—visibility, workforce, infrastructure, incentives, and relationships—into one actionable plan.
We started with research and real-world insight: a deep look at existing Houston Film Commission databases (crew, locations, projects) to identify strengths, gaps, and growth opportunities, as well as surveys and interviews with local crew and industry leaders in Houston, Austin, Los Angeles, and New York to pressure-test what productions need (and more importantly what Houston must build next)
Growing the Workforce that Make Productions Possible
The plan emphasized partnerships with local schools, community colleges, and universities to build training and certification pathways, plus mentorship programs that connect experienced professionals with emerging talent.
Marketing Houston like the Film Destination it is
Houston’s story needed to land with the people who greenlit projects. The plan called for a refresh of brand positioning and promotional materials built to spotlight Houston’s competitive advantages and backed by testimonials and success stories.
We also mapped a festival and tradeshow strategy to engage with film professionals, strengthen relationships, and show up where decisions get made.
“Not only did they deliver on the task of creating a comprehensive plan, they engaged local stakeholders in the industry, worked diligently with our team and then prepared a detailed plan along with an executive summary and presentation that was valuable for our senior leadership… Thanks to Madden’s efforts, we now have a clear path to success. We have already started putting portions of their plan into action… We highly recommend Madden Media and their team.”
Jorge Franz, SVP of Tourism and Industry Relations, Houston First Corporation (parent company of the Houston Film Commission)
