Instagram story viewer> @annika.systems> Tagged

ANNIKA

@annika.systems

350

followers

5

following

Image Direction by @hols_hay✌🏼

POSTS STORIES REELS TAGGED

IMAGE DIRECTION, @graff
With_
@georgeharveystudio
@visualartistsagency
@isabelwaterstone
@izadantas
@samlogerfeld
@ciaradoesmakeup
@lachlanmackie
@nailsbymh

113

9

Episode 10 is live!
Trusting Your Vision, with Image Director Holly Hay (@hols_hay)

In this episode of FEEL SEEN Space, we sit down with Holly Hay—London-based Image Director and founder of ANNIKA (@annika.systems), a studio dedicated to crafting compelling visual narratives through collaboration.

Holly reflects on a city that constantly inspires and challenges her, the lessons of growing up in a creative family, and her journey from photographer to image director. She shares how early experiences shaped her confidence, teaching her to trust her instincts, set boundaries, and embrace her unique creative voice. Throughout our conversation, she explores the power of curiosity, authentic process, and the role of community in fueling creativity.

We also dive deep into the craft of image direction, the changing landscape of photography, and the vital role editors play in amplifying new voices and perspectives.

Hosted by Roxanne Doucet and Sara Van Pée, we explore:
- Holly’s early career experiences at Garage Magazine, AnOther and Wallpaper*
- Discovering her calling in curating and directing images
- Navigating mentorship, collaboration, and professional boundaries
- London’s creative culture and the importance of supportive photography communities
- AI, the future of magazines, and the evolving ecosystem of visual storytelling

Whether you’re an emerging artist, photographer, or image-maker, this episode is a thoughtful conversation about confidence, collaboration, risk-taking, and the joy of sharing your vision through images.

3

1

Our new episode is out tomorrow!

Trusting Your Vision, with Image Director Holly Hay (@hols_hay)

In this episode of FEEL SEEN Space, we sit down with Holly Hay—London-based Image Director and founder of ANNIKA (@annika.systems), a studio dedicated to crafting compelling visual narratives through collaboration.

Holly reflects on a city that constantly inspires and challenges her, the lessons of growing up in a creative family, and her journey from photographer to image director. She shares how early experiences shaped her confidence, teaching her to trust her instincts, set boundaries, and embrace her unique creative voice. Throughout our conversation, she explores the power of curiosity, authentic process, and the role of community in fueling creativity.

We also dive deep into the craft of image direction, the changing landscape of photography, and the vital role editors play in amplifying new voices and perspectives.

Hosted by Roxanne Doucet and Sara Van Pée, we explore:
- Holly’s early career experiences at Garage Magazine , AnOther and Wallpaper*
- Discovering her calling in curating and directing images
- Navigating mentorship, collaboration, and professional boundaries
- London’s creative culture and the importance of supportive photography communities
- AI, the future of magazines, and the evolving ecosystem of visual storytelling

Whether you’re an emerging artist, photographer, or image-maker, this episode is a thoughtful conversation about confidence, collaboration, risk-taking, and the joy of sharing your vision through images.

Photo by @baudpostma

173

32

3

0

Casting for @highsport Spring 26

Image Direction: @hols_hay @annika.systems
Photography: @shotbymr
Styling: @mylesmansfield
Casting: @concordecasting
Model: @frannyrichardson at @estmodels
Photo assist: @alexwilsonstudio & @charleshall_photo
Hair: @yuminakadadingle
Make-up: @lynskiii
Production: @thearcadeproduction

Thank you Alissa ❤️

3

3

IMAGE DIRECTION, @highsport
With_
#alissazachary
@annika.systems
@shotbymr
@mylesmansfield
@frannyrichardson @estmodels
@yuminakadadingle
@lynskiii
@nicocarmandaye @concordecasting
@maria.makeupartist
@thea_charlesworth
@thearcadeproduction

#yourfriendannika

184

15

ART BUYING, IKEA MUSEUM
With_
@chieskafortunesmith
@thegreatexhibition1851

27

2

IMAGE DIRECTION, GUCCI SPECIAL
With_
@patriciaschwoerer
@marienoelleperriau
@carlyrgray

#yourfriendannika

43

1

AI SKETCHES

#yourfriendannika

202

4

FILM SKETCHES 4 MAG.A.SIN

#yourfriendannika

Olivia Fiddes grey sliced cup £38 (DM FOR DETAILS)

75

3

BOTTEGA VENETA FOR DOVER STREET MARKET
With_ @sophiegladstone

#yourfriendannika

105

4

PORTFOLIO
With_ @mcurtis1 and Clay (6 years) Laurie (4 years) and Mungo (5 years)

#yourfriendannika

64

2