Counter Culture Raleigh: Celebrating the Cheese Community
The Project
Counter Culture is Culture Magazine's signature trade event series, traveling to cities across the U.S. to connect cheese professionals in an interactive, educational setting. The Raleigh edition on April 8th, 2025, featured presentations from some of the most respected names in the industry—from Swiss staples like Le Gruyère AOP and Comté to American artisans like Chapel Hill Creamery and Sequatchie Cove Creamery.
Our assignment was to produce three distinct videos: a one-minute event recap capturing the energy and community spirit of the day, a 30-second brand sponsor video spotlighting Le Gruyère's role in the event, and a 30-60 second promotional piece for The Raleigh Wine Shop highlighting their role as the host venue.
Production
We arrived at The Raleigh Wine Shop at 8:00am for an 8-hour shoot covering presentations from seven speakers, attendee interactions, product tastings, and the networking buzz that makes these events valuable to the industry. Our two-camera setup allowed us to capture wide presenter shots and audience reactions simultaneously, while our condensed lighting package gave us the flexibility to move quickly through the venue without disrupting the intimate atmosphere.
The production brief was detailed: extreme close-ups of cheese textures, over-the-shoulder shots of mongers preparing samples, candid moments of discovery as attendees tasted new varieties, and testimonials from speakers and participants about what makes Counter Culture events unique in the cheese industry. Audio was critical—we used shotgun mics and lavaliers to capture clean sound from presenters while also grabbing ambient audio of the bustling tasting table and small group discussions.
The Raleigh Wine Shop provided the perfect backdrop. The architecture, the warm lighting, the wine selection—it all contributed to an inviting atmosphere that encouraged the kind of authentic conversations these professionals traveled to Raleigh to have.
The Story
What struck us most about this event was the genuine passion on display. These weren't just industry presentations—they were love letters to craft, terroir, and tradition. Caroline Hostettler spoke about Le Gruyère's 900-year history and the journey from Switzerland to becoming a cheese importer in the U.S. Portia McKnight from Chapel Hill Creamery discussed sustainability in North Carolina cheesemaking. Mike Sosik from Rogue Creamery shared 25 years of industry wisdom.
Between presentations, attendees gathered around the tasting table—a spread of charcuterie, accompaniments, and, of course, cheese from every presenter. The conversations were nerdy in the best way: debates about aging techniques, comparisons of terroir influences, excitement over discovering a new favorite variety. As one attendee told us on camera, "I just had a Stilton that blew my mind. The cheese is so good."
The event embodied what Culture Magazine set out to create—not just education, but community. Cheese mongers who typically work alone in their shops spent the day surrounded by peers who speak the same language, share the same challenges, and celebrate the same craft.
The Videos
For the event recap, we wove together the energy of the presentations, the intimacy of the tastings, and the testimonials from attendees who traveled from across the region. The piece captures the "truly extraordinary group of people" vibe that several interviewees mentioned—the deep knowledge base mixed with genuine friendliness that defines the cheese community.
The Le Gruyère brand video focused specifically on their presentation and role as the marquee sponsor, highlighting Caroline Hostettler's session on "The Taste of Switzerland" and the brand's positioning throughout the venue.
The Raleigh Wine Shop promotional piece showcased the venue's role in Raleigh's culinary community. As the shop's team told us, they love hosting events like this—not just as a retail store or bar, but as a neighborhood gathering space where cheese and wine culture can thrive.
Why This Project Matters
The artisan cheese industry in America is experiencing a renaissance, with small producers creating world-class products that rival European traditions. Events like Counter Culture are critical infrastructure for that growth—creating spaces where knowledge is shared, relationships are built, and the next generation of cheesemakers and mongers find inspiration.
Culture Magazine is leading that charge, and we're grateful they trusted us to document the Raleigh chapter of that story. Working with the Culture team was seamless—they knew their vision, communicated clearly, and gave us the creative freedom to capture the authentic moments that make event videos compelling.
Behind the Scenes
The shoot required balancing documentary-style coverage with strategic b-roll gathering. We needed to stay nimble—moving between presentations, grabbing testimonials during breaks, capturing detail shots of cheese textures and pairings, all while remaining unobtrusive to the attendees' experience.
Our team worked efficiently through the full schedule, from opening remarks at 9:30am through the closing happy hour at 5:00pm. The condensed lighting setup proved perfect for the space—we could enhance the warm, inviting atmosphere of the wine shop without creating the harsh studio look that would have felt out of place.
Post-production involved crafting three distinct stories from the same footage, each with its own tone and purpose. The event recap needed energy and breadth, the Le Gruyère piece required focused brand messaging, and The Raleigh Wine Shop video called for a sense of place and community.
From cheese tastings to corporate events, documentary work to commercial campaigns, we're always looking for stories that bring communities together. If you've got an event that needs coverage or a story that deserves to be told, let's talk.
Locals Video is a full-service video production and post-production company based in Raleigh, North Carolina, serving clients across the Carolinas and beyond.
