LOS ANGELES - Abandon Editorial (www.abandoneditorial.com) is a new studio launched by co-founders Jonny Mass and Edward Khoma. The two are longstanding collaborators who share a passion for storytelling and a credit list that includes work for BMW, Facebook, Cadillac and Toyota.
Photo (L-R): Jonny Mass and Edward Khoma
“Our focus is the art of story, pure and simple, and making the journey of that process easy to navigate and impactful,” notes Mass, who serve as Abandon’s managing partner. “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,” adds Khoma, who is an editor, as well as co-founder of the studio. “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.”
In addition to simplifying the creative process, Abandon Editorial's goal is to attract 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 that includes Joaquin Machado, Matt Osborne, Michael Papavero and Val Thrasher.
From a vibrant space in West Hollywood, Abandon Editorial is working closely with both production partners and agencies from the outset. Executive producer Joanna Hall plays a key role in making this happen.
“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 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.’”