Culture: Fuelling creative strategy with art and culture
Discover our ECD Ed Bechervaise’s chat on Art, strategy and creativity on the Future History X podcast.
In his appearance on Future History with Wayne Lim, Ed Bechervaise explores why artists often make the most effective creative strategists. Drawing from his dual life as both strategist and visual artist(under the name Unwell Bunny), he argues that artists are naturally wired to think beyond the obvious. Their ability to sit with ambiguity, seek emotional truth, and translate raw observations into form allows them to unlock ideas that feel both original and deeply human.
For Ed, this isn’t just theory - it’s a working practice. The artist’s mindset, he says, creates the kind of strategic tension and friction that leads to meaningful, resonant brand work.
Ed also reflects on how his visual art shapes his creative process. From exhibitions in Paris to large-scale concept shows in Melbourne, he views painting and drawing not as separate from strategy, but asa training ground for it. He sees art as a way to test narrative structure, emotional tone, and audience engagement in real time. It’s this feedback loop - between studio and strategy - that fuels his creative edge. As he puts it, “Art teaches you to see. Strategy teaches you to say something with it.”
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