Director and photographer, Jazmin Garcia showcases characters who’ve traditionally been overlooked by the mainstream. With a visual style infused with magical realism, she articulates potent stories about hope, home and freedom with a focus on immigration and cultural assimilation.

After beginning her career shooting short documentaries for Mitú, a media company aiming to bring a Latinx point of view to mainstream entertainment, Jazmin, who is of Guatemalan and Mexican heritage, broke out with a music video for Cuco’s ‘Hydrocodone’, which screened at Sundance Film Festival. Her most recent film, ‘Trokas Duras’, won the Short Film Jury Award for U.S. Fiction at Sundance and premiered as part of the festival’s 2025 Short Film Programme.

Together, Jazmin’s four heartwarming WhatsApp ‘Wisdom’ campaign films – each featuring a different family pairing centred upon a tale of culture and immigration – affirm her remarkable narrative strength. Jazmin’s commercial reel also includes colourful, evocative pieces such as ‘Brown Love’ for Netflix, ‘Dalia Hurtado’ for Nike, ‘Say More’ for Interflora, and portions of ‘We Will Hug Again’ for Zalando, which won a Brown Pencil at D&AD.

Her debut photobook, ‘Flor de Jamaica’, was published this year through Somesuch Editions. Reflecting twinned long-standing motifs of flowers and women across Jazmin’s oeuvre, ‘Flor de Jamaica’ holds an intimate montage of striking yet tender images.

Jazmin is currently working on her debut feature between commercial projects. She also hosts a monthly NTS Radio show, where she plays romantic, mid-century Latin American music.