Death to the Corporate Video

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 Conflict - whether it’s character versus character, versus nature, or even an outdated system - gives the audience a reason to keep watching.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.

Guy's Star Wars film made with AI: https://youtu.be/A_8Md9j2uXQ?si=CZqEBp-OqqDLF4Qu