We endow $V'$ with the weak-star topology. And we assume that $V'$ is separable with respect to this topology. If $V$ is separable then $V'$ seems to be weak-star separable. (Need to look for references).
Claim: Let $V$ be a normed space with $V'$ weak-star separable. Let $f: V \to \mathbb R \cup \{+\infty\}$ be proper, convex and lower semicontinuous.
Then $f$ is the supremum of countably many affine and continuous functions.
Then there is an affine and continuous function $g$ such that $g \le f$.
Now let
$$
A := \{ (g,a) \in V' \times \mathbb R: \ g(x) + a \le f(x) \quad \forall x\in V\}.
$$
This set is non-empty. Then
$$
f(x) = \sup_{ (g,a) \in A} g(x) + a .
$$
(These two claims need Hahn-Banach, but do not need completeness of the space.)
Since $V'$ is separable, also $V' \times \mathbb R$ is separable.
Let $B \subseteq A$ a countable and dense subset.
Define
$$
\phi(x):= \sup_{ (g,a) \in B} g(x) + a .
$$
Clearly $\phi \le f$.
Take $x\in V$ and $\epsilon>0$. Then there is $(g,a) \in A$ such that
$$
f(x) \le g(x) + a + \epsilon.
$$
Due to the weak-star separability, there is $(h,b) \in B$ such that
$ (g-h)(x) < \frac\epsilon 2$ and $|a-b|<\frac\epsilon 2$.
Then
$$
\begin{split}
f(x) &\le g(x) + a + \epsilon \\
&\le h(x) + b + (g(x) - h(x)) + (a-b) + \epsilon\\
&\le h(x) + b + 2 \epsilon \le \phi(x) + 2\epsilon.
\end{split}$$
Since $\epsilon$ was arbitrary, this proves $f\le \phi$ and $f=\phi$.
Here is a counterexample in the non-separable case. Let $V = \ell^2(\mathbb R)$, i.e., the set of functions $x:\mathbb R\to\mathbb R$ such that $x(i)\ne0$ only for at most countably many $i$, and $\sum_{i\in \mathbb R} x(i)^2 < \infty$.
With the norm $\|x\|_{\ell^2(\mathbb R)} := \left( \sum_{i\in \mathbb R} x(i)^2 \right)^{1/2}$ this is a non-separable Hilbert space.
We identify $V =V'$.
Now define the convex and continuous function
$$
f(u):= \sum_{i\in \mathbb R} x(i)^2 .
$$
Let
$$
\phi(x):= \sup_{ (g,a) \in B} \langle g, x\rangle + a
$$
as above with $B \subset V \times \mathbb R$ countable such that for all $(g,a)\in B$ we have $\langle g, x\rangle + a \le f(x)$ for all $x\in V$. Note that $x=0$ implies $a\le 0$ for $(g,a) \in B$.
Let
$$
I := \{ i \in \mathbb R: \ \exists (g,a) \in B : g(i) \ne 0\}.
$$
Such $g\in V$ is only non-zero on a countable set, hence $I$ is countable. Then there is $j\in \mathbb R\setminus I$ such that $g(j) =0 $ for all $g$ with $(g,a)\in B$.
Define $x = \chi_{ \{j\}} \in \ell^2(\mathbb R)$. Then $f(x) =1$ and $\phi(x) = \sup_{(g,a)\in B}a \le 0$.