21 January 2021

William Anthony Lemus-Garcia; Quality over quantity

With an impressive portfolio, twenty-four years of solid experience in graphic design, advertising and art direction, Photography & Content Director William Anthony Lemus-Garcia joined Total Design.

Before joining Total Design, William worked for brands such as Microsoft, Starbucks Coffee, AT&T, Amazon, BMW Motorcycles, Intel, NHRA, Nike and The North Face. William is a US/EU dual citizen born to Spanish parents in Southern California and moved to Haarlem, the Netherlands in Summer 2020.

Smart and mature
“I chose Total Design, because it is smart and experienced. But it never leaves it at that. Total Design sees the importance of younger professionals to complete the spectrum of experiences that mirrors our audiences. The name really says it all, it’s a group of people that take it all into account.”

Authentic experience
“I have worked on numerous client projects, but I am most proud of a personal one. I photographed my local drag racing community in Portland, Oregon, USA, for four years—all on black and white film. While fun, it really gave me an opportunity to spend time with a community over a long period of time and gave me valuable insights into what is and isn’t an authentic experience. The things l learned in that series I called Timeslip really changed the way I look at communications and the people on the receiving end.”

Timeslip by William Anthony
My hope is to illustrate to our clients the tangible benefits of creating quality over quantity in a world that worships likes and follower counts.

— William Anthony Lemus-Garcia

Emotive narrative
“Due to the high demands of social media channels, I feel like content is seen more as a high-volume/low-quality endeavor. With advances in content capturing technology, and the elevation of user-generated content to near-professional levels, I think it is important to evangelize for good quality content. It should no longer be about just the number of impressions but of the long-lasting returns on an emotive narrative. A movie without a good story is just a cinematographer’s reel. My hope is to illustrate to our clients the tangible benefits of creating quality over quantity in a world that worships likes and follower counts.”

Quality over quantity
“My plan within Total Design is to elevate what content is and what it means to our clients and customers. To create quality over quantity. And to create, curate and motivate through visuals, smart writing and as always, exquisite design solutions.”