Art is freedom.

This was one of many messages graffiti artist Erik Wahl’s delivered at the Healthcare Design Conference on Nov. 16 in San Diego. He was the opening plenary and performed much of his show by painting and interacting with the audience.

He challenged the audience to think outside the box when it comes to designing solutions for patients.

“We need to come up with new and different ideas that your valued patients didn’t even know you needed,” Wahl said. “Go on the offensive and brand your company as a category of one.”

Check out the video below to see more of Wahl’s keynote.