Ali Nichols just got a promotion that proves hard work and staying dedicated to your craft actually pays off. After 15 years with the Texas Film Commission—starting as a production intern all the way back in 2009—she’s now the Deputy Director.
That’s not just a title bump. That’s recognition that she’s been essential to bringing Hollywood to Texas. And it means even bigger things are coming for Texas’s film industry.
Who Is Ali Nichols?
Here’s the thing about Ali: she didn’t parachute in from Hollywood. She didn’t come from some fancy film school in California. She started at the bottom, as an intern, and worked her way up by actually knowing Texas and knowing what it takes to make a movie here.
For over a decade, she served as Production Team Lead at the Texas Film Commission, working with the Production Department to bring projects to the state.
What She Actually Did
During her 15 years, Ali:
- Scouted hundreds of Texas locations for films, TV shows, and commercials
- Worked directly with writers, directors, producers, and studio executives
- Managed the Media Production Development Zone program—a program that helps Texas communities build infrastructure for media production
- Presented at film festivals, conferences, and city council meetings across the state
- Built relationships with filmmakers and convinced them Texas was the right place to shoot
That’s not just a job. That’s building an industry.
Why This Matters
Texas has become a legitimate film and TV production destination. But it didn’t happen by accident. It happened because people like Ali spent years convincing filmmakers that Texas had the locations, the talent, and the infrastructure to support their projects.
The Texas Film Commission has been serving the public since 1971, supporting the state’s global position as a premier production destination across all media industries.
But here’s what most people don’t realize: the staff at the Film Commission is doing the legwork. They’re driving around scouting locations. They’re sitting in meetings with producers. They’re advocating for Texas to get chosen over Louisiana, New Mexico, or Georgia.
Ali has been doing that for 15 years.
What She’s Going to Do as Deputy Director
As Deputy Director, Ali will continue assisting productions as they navigate filming in Texas, while also growing the staff and helping to evolve the work of the Texas Film Commission to facilitate more projects and programs.
Translation: She’s not just going to keep doing what she’s been doing. She’s going to scale it up. She’s going to help other people do what she’s been doing. She’s going to make it easier for more productions to come to Texas.
That means more jobs for Texans. More money flowing into local communities. More recognition of Texas as a place where creativity happens.
The Bigger Picture
The Texas Film Commission is a state agency under the oversight of the Governor of Texas, with headquarters in downtown Austin.
This is a state agency that brings real economic impact. When a production shoots in Texas, it’s not just the filmmakers making money. It’s the hotels filling up. It’s the restaurants getting business. It’s the equipment rental companies. It’s the crew members. It’s the equipment trucks. It’s everything.
And someone like Ali is helping make that happen.
The Lesson Here
Here’s what’s cool about Ali’s story: she didn’t need connections. She didn’t need a famous name. She didn’t need to know someone who knew someone. She started as an intern and proved herself invaluable through work and dedication.
That’s not a fairy tale. That’s how careers actually get built.
What’s Next
With Ali in the deputy director role, expect to see the Texas Film Commission doing even more. More communities getting certified as Film Friendly Texas Communities. More support for productions. More infrastructure development. More jobs for Texans.
Big Spring just got designated as a Film Friendly Community. Other cities are doing the same. And it’s because people like Ali are out there making the case for why Texas matters.
Congratulations, Ali
Fifteen years. From intern to deputy director. That’s loyalty. That’s excellence. That’s the kind of career trajectory that actually means something.
Texas’s film industry is lucky to have her leading the way.
