“I fell into my creative career very much by accident,” she says. “It was all by luck.”
Today, Lisa-Marie is the Founder, Festival Director and Head of Programming of the North East International Film Festival (NEIFF), the youngest film festival ever to achieve BIFA qualifying status. She is also a BAFTA member and voter, a Fellow of the Royal Society of Arts, and the recipient of an MBE for services to film and charity. Her work has been recognised for championing regional talent, inclusion, and ethical leadership in the arts, but her route into the industry was anything but traditional.
Before working in film, she built a career across legal services commissions and social services. Although rewarding, the work was emotionally demanding; “I loved it,” she explains, “but something was definitely missing. I didn’t know what that was until I found this creative world.”
That world opened up through a friend who worked as a film producer. He asked Lisa-Marie to help with casting in exchange for a pizza, an opportunity that unexpectedly sparked something bigger. A few weeks later, she was asked to do some location scouting around Newcastle, and from there she gradually worked her way up through production roles to become a production manager and producer.
Lisa-Marie credits practical, on-set learning as the most valuable part of her training
Hands-on experience became central to her development. Lisa-Marie credits practical, on-set learning as the most valuable part of her training, alongside online courses that helped her broaden her skillset. She also volunteered extensively, building experience and industry credibility wherever possible.
In 2017, she was employed as a freelance producer and produced her first short film. While short films are often used as stepping stones rather than commercial projects, she successfully sold hers to ShortsTV on a three-year contract. “I absolutely loved the experience,” she says, “and it led to further work across short films, feature films, and even a television pilot.”
Then came Covid. With a newborn at home and production work at a standstill, Lisa-Marie found herself unable to work on set. Instead of stepping away from the industry, she looked for ways to support it from home. Drawing on her experience, she realised that the North East of England lacked an established qualifying film festival - and that gap became the starting point for NEIFF.
Launching a live film festival during a pandemic, with no funding, sponsorship, or institutional backing, was a huge risk. “I’m not sure why I decided to do it,” she admits, “but we took the gamble and the idea quickly gained momentum.”
Organisations and educational institutions responded with enthusiasm, and volunteers began reaching out without any formal recruitment. Today, NEIFF remains entirely volunteer-led.
My main aim was to establish a cultural and qualifying platform right here in the North East
Lisa-Marie’s aim was simple but ambitious: “My main aim was to establish a cultural and qualifying platform right here in the North East, one that was equal to the talent that already resides here. That’s exactly what local creatives deserve.” That vision paid off when NEIFF became the youngest festival ever to achieve BIFA qualifying status in its first year - a process that typically takes at least four years.
Having a qualifying festival in the region has had a major impact. It allows North East filmmakers to submit their work and attend industry-recognised screenings without the cost of travelling to London or abroad. It also attracts higher-profile films, larger audiences, and A-list talent, raising the profile of the region as a serious creative hub.
Education and inclusion sit at the heart of her work. NEIFF offers free workshops, masterclasses, and educational programmes, including week-long documentary courses run in partnership with Newcastle University. These allow participants with no prior experience to learn the technical skills and complete a film within a single week. Alongside this, she sits on the board of AutismAble, helping to create creative projects with and for autistic people, bringing together her personal values and professional work.
As a BAFTA member and voter, Lisa-Marie spends much of her time watching and rating films, often gaining access to releases before they reach cinemas. While she describes this as a definite perk of the job, she also notes that her role involves “a little bit of everything,” from programming and mentoring to advocacy and community building.
There is no doubt in my mind that there is more than one route into the film industry
When it comes to advice for students considering a career in the creative industries, she is clear. Volunteering is essential for building networks and reputation, and platforms such as Mandy and StarNow offer opportunities to gain on-set experience in entry-level roles. She encourages students to set up LinkedIn profiles early, make industry connections, and say yes to opportunities - even those that feel unfamiliar or uncomfortable.
“There is no doubt in my mind that there is more than one route into the film industry,” she says. “I’m a big believer that shy bairns get nowt.”
From a favour paid in pizza to founding one of the UK’s most exciting film festivals, Lisa-Marie Tonelli’s career shows that creative paths don’t need to be linear, just driven by curiosity, commitment, and courage.