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Commercial appeal

ALBUQUERQUE, N.M. — New Mexico-based film company Hardline Films’ latest commercial is gaining some national exposure.

And Keagan Karnes and Sheridan O’Donnell couldn’t be more proud.

The company’s commercial for eHarmony was named as one of the best Mother’s Day spots of the year by Advertising Age.

The commercial was also recognized by Creativity-Online.com.

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Best of all, the majority of the commercial was New Mexico-made.

“To see the commercial competing with spots that huge companies pay millions of dollars for is amazing,” Karnes says. “We really put our soul into it. To see it pay off in such a good way is amazing.”

The commercial is about a single mom who is getting a nervous start in dating again.

Hardline Films worked to delicately convey the awkwardness and hesitancy of putting herself back out in the dating pool.

According to eHarmony, the spot is part of its campaign to address single mothers and getting back into the dating game.


The script was written and directed by O’Donnell.

“I got the idea very quickly,” O’Donnell says. “I’m trying to write stories that haven’t been told. I started thinking of the dating world and who might benefit. I saw this single mother entering the dating world. I read articles and tried to absorb the information on what other single mothers went through while dating.”

The commercial was filmed in January.

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Locations used were near Downtown Albuquerque, where they found a home via Airbnb. And production also took place at Elaine’s restaurant in Nob Hill.

“We also used the same crew we’ve been working with for years,” Karnes says. “The only person that was flown in was the actress in the commercial. Other than that, it was all New Mexicans. We’ve put together a really great crew who can turn out great work. Sheridan had some very specific locations in mind and we were able to find them all.”

Karnes and O’Donnell hope to bring in more national brands to shoot commercials in the Land of Enchantment.

“We can do the same job in this state that other places can,” O’Donnell says. “We have the talent to compete on a national level.”

SEND ME YOUR TIPS: If you know of a movie filming in the state, or are curious about one, email film@ABQjournal.com. Follow me on Twitter @agomezART.

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