Host Guy Bauer shares a dead-simple exercise he gives every new client: define the enemy. Instead of obsessing over ICPs and feature lists, ask, “What is our brand fighting against?” Guy shows how this lens clarifies creative choices with quick reads on iconic brands like Nike (hesitation and self-doubt), Apple (conformity and complexity), Slack (email chaos), and HubSpot (overly complex business tools). Guy pushes listeners to go beyond the obvious (e.g., cybersecurity isn’t just “viruses” but the quality of how threats are addressed) and to identify a distinctive, ownable foe, like Liquid Death waging war on “boring,” not merely thirst.

In this episode, Guy Bauer, founder and creative director of Umault, shares the single biggest lesson he’s learned about marketing: never stop. Through analogies ranging from hand-pumped water wells to Top Gun, Guy explains why consistency matters more than perfection, why most marketing efforts will fail before they succeed, and why hitting pause is the most dangerous move a brand can make. If you’ve ever been tempted to cut spend or stop campaigns because results look flat, this short, punchy episode will remind you why momentum is everything.

AI video ads are here, but are they ready for prime time? In this episode of Death to the Corporate Video, Umault founder and creative director Guy Bauer shares the five things you need to know before diving in. From the murky legal landscape, to the limits of what AI actually solves, to the backlash (and wasted credits) you should expect - Guy breaks down the realities of making AI-generated ads after producing four of them himself. Whether you’re curious about the potential of AI in video marketing or wondering how to avoid the biggest pitfalls, this episode will help you understand where the magic is—and where the hype ends.

In this episode, Guy Bauer — founder and creative director of Umault — breaks down the three essential ingredients that make B2B video ads actually work. Guy kicks things off with an exciting personal update: he’s making his first feature film, documenting the journey on YouTube under the playlist Guy Makes a Movie. Then, he dives into the core topic: #1 - Characters with a Point of View Guy explains how memorable B2B ads feature characters who stand for something - with a strong belief, purpose, or perspective that drives the story. Whether they’re representing the old way or the new way, their convictions fuel engagement. #2 - One Message Forget packing in 42 “key” messages. The best ads have a single, clear takeaway - one idea, powerfully expressed. Guy uses the Palms Casino’s “From Dust to Gold” campaign as a brilliant example of sticking to a singular message. #3 - Conflict Compelling stories need friction. Conflict - whether it’s character versus character, versus nature, or even an outdated system - gives the audience a reason to keep watching. Without conflict, you’re basically selling paper towels, and nobody cares.

In this episode of Death to the Corporate Video, Guy Bauer, founder and creative director of Umault, breaks down the three biggest shifts shaping B2B video marketing in 2025: -The Liquid Death-ification of B2B – Everyone wants to be the next Jester Brand like Liquid Death or Duolingo, but should your brand be funny? Guy explores why brand honesty matters more than trend-chasing. -The Death of the Corporate LinkedIn Profile – Organic reach is dead, and your carefully built follower count might be meaningless. Discover what this means for distribution and how to adapt your video strategy. -The Rise (and Slop) of AI Video – AI tools promise viral content at scale, but at what cost to your brand? Learn how to use AI without losing your identity in a sea of soulless content. Tune in for a candid and practical look at how to stay smart and sane as B2B video enters a new era.

AI-powered video tools have made glossy production values a commodity, so what’s left to set your brand apart? In this punchy episode, host Guy Bauer (founder & creative director of Umault) serves up a hard truth: entertaining your audience is now non-negotiable. Guy unpacks how next-gen platforms like Veo 3, Kling 2.1, and a flood of other text-to-video engines have leveled the playing field. Anybody can crank out a slick 30-second spot with “people laughing at sinks” (listen to the episode for this to make sense), holographic dashboards, and a generic voice-over. The result? Those once-premium visuals are just table stakes. Drawing on a tongue-in-cheek cybersecurity ad he generated in seconds, Guy illustrates why story, and genuine viewer delight, are the new differentiators. Whether you’re an in-house B2B marketer, agency lead, or brand storyteller, you’ll leave with a clear mandate: stop blending in and start delivering value within the ad itself. Listen for a dose of reality, a spark of inspiration, and a challenge to make your next video ad impossible to ignore.

In this episode of Death to the Corporate Video, host Guy Bauer dives headfirst into the present (not future!) impact of AI on marketing, creativity, and daily work. Guy shares his candid thoughts on how artificial intelligence is transforming the way we create — not by replacing human thinking, but by revolutionizing execution. He draws personal parallels from his own life, from early parenting lessons to a long-dreamed Star Wars parody he finally brought to life using AI tools. Guy unpacks why AI is still just a tool, why your creative gut is irreplaceable, and how marketers and creatives can (and should) harness AI’s power today without surrendering control. If you’re wondering where we are on the AI adoption curve — and how to stay human in the process — this episode is for you.

Is there a formula for creativity? Should you be A/B testing your way to brilliance? Or should you… just trust your gut? In this episode, Guy Bauer, founder and creative director of Umault, takes us on a winding (and delightfully unfiltered) journey through the unpredictable world of creativity. From Reddit deep-dives on The Godfather to JFK conspiracy theories to rejected scripts that went viral, Guy makes the case that in B2B marketing—and all creative work, really—your instincts are smarter than you think. Whether you're a CMO, a VP of Brand, a fellow agency dweller, or yes, even a cobbler, this one's for you. 🎯 Why following the "rules" can kill your best ideas 🎬 What Mario Puzo can teach us about creative confidence 🧠 Why your gut might be the most underrated framework in marketing Listen in and rediscover the weird magic of trusting yourself (or at least your agency's gut).

In this concise yet insightful episode of Death to the Corporate Video, host Guy Bauer, founder and creative director of Umault—a B2B video ad agency—tackles a simple but pivotal question: Why should you invest in creative B2B video ads? Drawing an analogy to the classic carnival mallet game, Guy illustrates how “safe” and uncreative ads carry the same risk of failure as creative ads, but offer a significantly lower potential upside. By breaking down the concept of risk versus reward, he shows how taking even a modest creative leap can set you miles apart from the sea of “safe” B2B campaigns. Ultimately, Guy makes the case that if the downside is the same, it’s worth aiming for the higher ceiling that truly creative advertising provides.

In this episode of Death to the Corporate Video, host Guy Bauer—founder and creative director of Umalt, a B2B video ad agency—dives into six practical ways to raise your chances of going viral. While no one can guarantee viral success, Guy shares how to focus your efforts on a single channel, leverage influencer outreach, craft the perfect YouTube title and thumbnail, and more. He also reminds us of the ultimate key to virality: creating content people genuinely love and want to share. Tune in for real-world insights and straightforward tips on how to make your video stand out from the crowd.

In this Death to the Corporate Video episode, host Guy Bauer riffs on why attempting “approved” humor (like smashing computers or forced funny faces) is a surefire way to kill genuine laughs. Instead, Guy makes the case for original, risky, creative comedy in B2B video ads. Tune in to hear how one of Umault’s most offbeat, doubt-ridden projects became a massive hit—and why it proves you should go big or go home regarding humor.

Host Guy Bauer explains why many companies struggle to launch highly creative marketing videos out of the gate. Guy explains that organizations—especially larger ones—must slowly “build up a tolerance” to taking creative risks. He provides practical tips on how to ramp up your team’s creative muscle.

In this first episode of 2025, Guy Bauer tackles a common but critical mistake B2B marketers make: focusing too much on product differentiation when most products are fundamentally similar. He explains why emotional connection and audience engagement are more powerful than product features, using compelling examples from major brands to illustrate how prioritizing entertainment over product messaging can lead to more effective marketing.

In this episode, after a brief hiatus, we dive into "The Five Ingredients of a Great B2B Video Ad." Whether you're a marketing team evaluating your agency's work or an agency crafting the ad, this discussion unpacks the fundamental elements that elevate a B2B video ad from good to truly great. Drawing on over 14 years of experience, we explore how mastering these basics can make a significant difference in your marketing efforts.

In this episode of Death to the Corporate Video, host Guy Bauer sits down with Chris LeClerc, founder and director of Territory6, for an insightful discussion on the power of storytelling in marketing and filmmaking. They explore the importance of visual narratives, the challenges of balancing brand messaging with compelling stories, and why conflict is at the heart of every great tale. This conversation offers valuable insights for marketers, filmmakers, and anyone interested in the art of storytelling.

In this episode, Guy shares 5 ways to make your corporate video feel less "corporate." He emphasizes that even for avid dislikers of corporate videos, there are times when creating one is unavoidable for an organization.

In this episode, Guy breaks down what he believes is the single most critical step in producing an effective B2B video ad campaign. He reveals it's not the initial concept, scriptwriting, storyboards, production, or editing - but rather successfully getting buy-in on the script draft itself.

Guy Bauer, founder and creative director of Umault, a B2B video ad agency, shares an important piece of advice: when you find a marketing approach that works, stick with it until it stops working.

This episode offers a contrarian blueprint for crafting marketing that resonates with fundamental human truths that never go out of style.

In this episode, we expose a deceptive B2B marketing tactic that's on the rise - the "fake podcast interview."