My notes from a composing job with an ad agency:
Spent 3 and a half hours with Lorenzo trying options. Went with modulation. Client didn't like it. Maybe try leaving a chord out, after the IV chord, then resolving back to the I when he says "Except my apps".
From client: "Feels heavy instead of brighter, more hopeful."
From creative director: “Foreshadow the positive outcome: coming together.”
Move last chord later, to: "It's funny". Sell the joke.