[LUM#3] From Grain to Image

[LUM Magazine] - Published on October 4, 2016 in " Enhancing Your Education," Faculties, Schools, and Institutes

From Corsica to Alsace and from the Loire to Italy, Marie Houlonne travels the roads of France, from one vineyard estate to the next. This filmmaker, who specializes in the world of wine, tells the stories of the wines and their terroirs, capturing the artistry of the craft and the soul of the wines.

Equipped with several cameras, she roams the sun-drenched vineyards and ventures into the dark cellars. From the vines to the barrels, Marie Houlonne is on the lookout for the visual identity of the wineries. Her profession? A filmmaker specializing in wine.“I produce promotional videos for the wineries that they use on their websites or social media,” she explains.

Before entering the world of visual arts, Marie Houlonne worked in economics. A career change?“More of an evolution.” The common thread throughout has been her passion for wine.“I discovered this world when I was a student at the School of Economics in Montpellier, during an internship at Château de Flaugergues,” she recalls. The young woman fell in love with this world and wanted to learn more about it.

She then pursued a master’s degree in Wine Commerce, which allowed her to familiarize herself with oenology and winemaking and led her to a position as export manager at a winery that was just beginning to expand internationally. She developed export sales to Northern Europe and Asia.“This experience in sales led me to reflect on marketing and communication in the wine industry; I wondered what new perspectives I could bring to this field.”

Behind the Scenes in the Wine Cellars

With a photographer for a husband, the idea came naturally: it would be about images. But animated ones this time.“I trained in video production to start my own business.” It’s an unusual profession practiced by only a handful of people. And Marie Houlonne brings a key advantage to the table: she knows this world inside and out.“When I meet with a winemaker to prepare a promotional video for their winery, I understand their craft, their world, their customers, and their market,” explains the director.

This knowledge allows him to better understand his clients’ expectations and build close relationships with them.“I’m genuinely interested in what they do. We become part of the family, part of their private lives—these are real encounters.” And these encounters are becoming more frequent: in just two years in business, Marie Houlonne has already filmed more than 40 documentaries, making her the most sought-after director in this sector. Her success extends beyond national borders and has allowed her to take her camera to the vineyards of Tuscany, Italy. After successfully exporting wine, Marie Houlonne now happily ventures abroad herself:“Travel and discovery are part of my life.”

Keywords: Training, LUM#3, LUM Magazine, Portrait