Inspiring Creator Series: Jasmin White from @thesecountryroads

Cosy might be an understatement when it comes to Jasmin White's work. There's something about it that instantly draws you in. Whether it's the warm, lived-in atmosphere, the little details that make a scene feel real or the way each image tells its own story, Jasmin creates content that is as emotional as it is beautiful.

Based just outside Cambridge in the UK, Jasmin is the photographer and videographer behind @thesecountryroads who works with brands to capture the feeling of a place, turning cabins, country homes and everyday moments into imagery full of warmth and personality. She clearly has a soft spot for moody, atmospheric visuals, and we absolutely adore it.

She has also brought her talent to plenty of projects with Creatively Squared, shooting for customers including Comfort, TRESemmé, Brutal Fruit and Pedigree with her photogenic Vizsla, Vinny. Across every campaign, we've always loved how naturally she weaves storytelling into her work, creating images that don't just look good but stay with you.

So get comfortable and settle in as we get to know Jasmin a little better, from how she got started to what goes into creating those signature moody visuals.

Meet Jasmin White

Welcome, Jasmin! How did you get started in photography? Have you always been a storyteller through photography and videography?

Hi, I’m Jasmin - a freelance photographer and the creative behind @thesecountryroads. I work with hospitality brands to create thoughtful, social-first photography and video that elevates their visual presence and brings destinations to life. Through story-led visuals, I aim to capture the feeling of a place and help travellers envisage their next stay.

I grew up in rural Lincolnshire and now live just outside Cambridge in the UK. Cambridge is my favourite city in the UK. I find its mix of history, architecture, countryside and creativity endlessly inspiring.

I’ve always been creative, but I never actually planned on becoming a photographer. I studied Graphic Design at Loughborough University and started posting photos of my breakfasts on Instagram. Brands began approaching me for photography, so I invested in a DSLR, taught myself to shoot manually, and quickly fell in love with it.

In 2018, I took the leap and left my 9–5 to go freelance. I haven’t looked back since.

What are some things people might not know about you?

I have a Hungarian Vizsla called Vinny who regularly makes an appearance in my content.

I sing and play guitar as a hobby, and I’m a huge country and western fan - so much so that I have a cowboy boot tattooed on my arm.

What equipment do you currently use for your photography and videography?

My main camera is a Canon R5 and my go-to lens is the nifty 50mm f/1.4.

For travel work, I’ll usually switch between my 24–70mm and 70–300mm, particularly when I’m capturing details or wildlife.

I edit all my content in Lightroom Classic or Premiere Pro. Then use the Edits app to put my Reels together.

What is your favourite lighting to use?

Overcast natural light. I love the softness it creates and the absence of harsh shadows, which works perfectly with my more moody, atmospheric visual style.

What are your three favourite props to use?

A candle or table lamp - such an easy way to introduce warmth and mood. Textiles like blankets and linens for adding softness and texture. And anything vintage; I love objects that add a sense of history, curiosity or intrigue to a frame.

What is your best advice to share with aspiring photographers and videographers?

Find something you genuinely love photographing and practise, practise, practise. Don’t worry too much about defining your style or niche - those things will evolve naturally over time.

Ultimately, your niche is your perspective: the way you see and interpret the world around you.

And create more than you consume. I’m guilty of getting caught in the Instagram comparison trap, but sometimes the best thing you can do is put your phone down, pick up your camera and photograph somewhere or something completely new.

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Your videos are so beautiful. Do you have any technical tips for creatives wanting to produce this type of content?

Thank you! A lot of my videos are made up of static frames, which I think is quite unusual in an age of fast cuts and constant movement. I love how a static frame can slow the viewer down and draw their attention to one specific detail.

For me, the most successful videos go beyond simply showing a place - they evoke a feeling, memory or sense of escapism. Think about what you want your viewer to feel, and then use movement, composition and sound to help tell that story.

How do you keep learning and evolving your skills?

Practice makes perfect, right? I’m always challenging myself with new concepts, environments and subjects. I also watch a lot of YouTube tutorials - there’s an incredible amount of knowledge and inspiration out there.

Which other creators do you admire and find inspiring?

@prettylittlefawn and @wishwishwish are two creatives I’ve always admired. I’ve followed them both since the beginning of my creative journey and it’s been inspiring to watch how they’ve developed and honed their craft over the years.

Lastly, what is next for you?

Over the next year, I want to focus more deeply on storytelling and how I can weave that into my travel photography. I’m also teaching myself colour grading in DaVinci Resolve, which has definitely been a challenge - but I’m enjoying the process of learning something completely new.

Huge appreciation to you, Jasmin, for sharing your cosy creative journey! You are truly an inspiration to our community members.

Follow Jasmin on Instagram @thesecountryroads to get a closer look at her stunning work!