Our co-founder and head of production Tony Stolfa typically stays behind the scenes, but he made time earlier this year to speak to Voyage Austin for an in-depth interview.
See below for excerpts from the Q&A, which explores his upbringing, career path, passion for jiu-jitsu, and much more.
Hi Tony, we’d love for you to start by introducing yourself.
Growing up in Orange, Texas, my career began in local broadcast journalism. I started as a production assistant at the local NBC affiliate and, over the next few years, worked my way up to a multimedia producer role at the nearby FOX affiliate. There, I shot, produced, and edited stories that were recognized by the Press Club of Southeast Texas and picked up by national affiliates. Those early experiences taught me the fundamentals of storytelling and live production and how to solve problems under pressure, skills that opened the door to bigger opportunities in the production industry.
In 2013 I moved to Austin, and soon after I joined the sports‑media start‑up FloSports. As a managing producer and director of photography I traveled to 15 countries across four continents shooting, directing and producing sports documentaries. Those years honed my technical skills and deepened my passion for long‑form storytelling. Outside of work I also started training Brazilian jiu‑jitsu, which has become an important creative outlet. I continue to train and coach at East Austin Jiu Jitsu Parlor.
By 2018 I was ready to branch out. I launched my own company, Stolfa Media, and started directing and shooting branded projects for brands like Meta, Vice, Food Network, Discovery, HGTV and more.
In 2019 I teamed up with former colleague Nick Schenck to create 3rd + Lamar, a production company based in Austin, Texas. We built it because we were at a career crossroads and wanted to “bet on ourselves.” Today, as co‑founder and head of production, I lead a team that produces everything from documentary series and live‑streamed concerts to corporate films and commercials. Regardless of the project I remain committed to telling impactful stories that connect with audiences.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Early in my career, the biggest challenge was simply learning. I didn’t go to film school, so most of my education came from being on set, asking questions, making mistakes, and trying to be a little better on every project. Working in broadcast news taught me how to solve problems under pressure because there wasn’t time to wait for the perfect conditions. The job requires you to deliver, every day. Rain or shine, tornadoes or hurricanes, it didn’t matter.
When I moved to Austin, I was essentially starting over. I left behind my professional network and took a chance on a city where I knew very few people. Within a year I was hired at FloSports and had the opportunity to travel the world producing documentaries, which was an incredible experience, but it also meant spending months away from home, living out of suitcases, and learning how to lead productions in constantly changing environments.
The biggest leap came when we started 3rd & Lamar. We launched in early 2020, just months before COVID shut the world down. Overnight, productions were canceled, marketing budgets disappeared, and we had to figure out how to keep a brand-new company alive. Instead of waiting for things to return to normal, we looked for ways to adapt. We produced livestreams for local musicians, developed remote production workflows, and invested in capabilities that would help clients communicate during a time when traditional production wasn’t possible. Those decisions not only helped us survive, but they ended up shaping a big part of our business today.
The other ongoing challenge is entrepreneurship itself. As a filmmaker, you naturally want to focus on creating great work. As a business owner, you also have to think about sales, hiring, finances, operations, and building a company that can thrive without depending on one person. That’s a completely different skill set, and it’s something I’m still learning every day.
Looking back, I’m grateful the road wasn’t smooth. Every obstacle forced me to adapt, improve, and become a better leader. Those experiences taught me that talent matters, but resilience, curiosity, and consistency are what allow you to build something that lasts.
