Abandon Editorial Celebrates Official Launch
The studio, co-founded by Jonny Mass and Edward Khoma, delivers high-impact storytelling with roster of noted talent
Abandon Editorial, a Los Angeles-based creative editorial studio founded by Managing Partner Jonny Mass and Co-Founder/Editor Edward Khoma, is excited to announce its official launch. The studio emerges from the longstanding collaboration between the two creative forces, known for their shared passion for storytelling and a commitment to building a streamlined, people-first approach to the post-production process.
“Our focus is the art of story pure and simple, and making the journey of that process easy to navigate and impactful,” shares Co-Founder Jonny Mass. “We believe in the power of shared ideas to forge meaningful connections and we’re committed to supporting one another on this mission along the way. I’m thrilled to begin this journey with a team that feels like family.”
“Our philosophy is rooted in kindness and mutual respect,” expresses Co-Founder Khoma. “We strive to create a nurturing environment that empowers artists and celebrates creativity. In an industry often dominated by ego, we want our clients and partners to feel welcomed and valued every step of the way. It’s truly come full circle to see all the incredible people in this journey with us.”
At the heart of Abandon Editorial is a mission to simplify the creative process, attracting like-minded talent who embrace the ever-evolving nature of the industry and who share a commitment to kindness alongside high impact storytelling. This ethos has attracted a roster of editors including Joaquin Machado, Matt Osborne, Michael Papavero and Val Thrasher, who bring diverse perspectives to the table while sharing this common goal.
Throughout their notable careers, Abandon’s editors worked with the largest brands in advertising in nearly every capacity, format and project length. Matt Osborne’s emotive editing approach focused on human storytelling shines in campaigns for brands such as Nike and Adidas. With a unique ability to uncover the emotional essence of a story, Val Thrasher has crafted award-winning campaigns for many iconic brands, among them Apple’s Mac vs. PC ads, named by Adweek as Best Campaign of the Decade. Michael Papavero offers over a decade of experience editing features, short films and commercials for Disney and Peloton, while Joaquin Machado adds comedic flair, having worked with celebrity talents such as Chris Pratt and Amy Poehler. Edward Khoma’s legacy-inspired, intuitive style blends simplicity with bold execution, seen in his standout work for BMW, Toyota and Specialized.
From its vibrant space in West Hollywood, Abandon Editorial opens its doors with a strong emphasis on a hyper-streamlined process informed with early integration of editors in the process, working closely with both production partners and agencies from the outset. This integrated model allows Abandon to provide unmatched creative support throughout the entire process.
Key to the Abandon Editorial experience is EP Joanna Hall, whose reputation for astute producing and extensive knowledge informs this vital role.
“After 20 years in this business, I’ve learned that what makes a great company isn’t just the work — it’s the people,” shares Joanna Hall. “It’s all about the team and the passion they bring to every project. I was lucky enough to work with Edward before Abandon, and I quickly realized he was someone I’d always want to work with. He’s incredibly talented, without the ego, and easily the best team player I’ve come across in the industry. Edward and Jonny were the key reasons I joined this company, and I stand behind our motto: ‘Abandon your ego at the door.’”
Establishing a philosophy rooted in the belief that great storytelling always prevails, Jonny and Edward have already made their mark in the world of advertising having worked with some of the most notable brands including BMW, Facebook, Cadillac, Toyota and more. Their dedication to empowering the next generation of film editors comes from fostering trust with agencies, and brands who value them as a go-to creative partner for those seeking polished, streamlined, yet impactful narratives.
