Quick Read
- Kendrick Lamar and Dave Free have launched Project 3 Agency under their creative company pgLang.
- Project 3 Agency will provide creative direction, content creation, production services, and brand strategy.
- pgLang acquired Frosty, a global creative studio, to enhance the agency’s capabilities.
- pgLang has worked with major brands like Converse, Calvin Klein, and Chanel, showcasing its diverse portfolio.
- Project 3 Agency aims to set new standards in the creative industry by focusing on innovation and storytelling.
Known for his profound influence on music and culture, Kendrick Lamar is expanding his creative empire with the launch of Project 3 Agency under his creative company pgLang. Co-founded with longtime collaborator Dave Free in 2020, pgLang has been a dynamic platform focused on storytelling across music, film, and branding. With this latest venture, Lamar and Free aim to redefine how brands interact with creative agencies while further solidifying pgLang’s position as a leader in the creative industry.
A Vision for Long-Term Impact
Project 3 Agency marks a significant step in pgLang’s evolution. Officially announced in early August 2025, the agency promises to offer a comprehensive suite of services, including creative direction, content creation, production services, and brand strategy. According to Face2Face Africa, the launch of Project 3 Agency reflects pgLang’s commitment to building lasting, foundational structures for its business. Dave Free, in an interview with Fast Company, emphasized the importance of balancing ambition with sustainability, saying, “How do we build foundational structures for the business so [we] can last long term, versus trying to do too much at once and being bogged down?”
The agency’s vision extends beyond traditional creative services. By acquiring Frosty, an international creative studio with a global team of 30, pgLang has demonstrated its intent to integrate expertise from across the globe. Frosty, founded by Greg Stogdon and J.D. Ostrow, brings a wealth of experience to the table, further enhancing Project 3 Agency’s capabilities. This strategic acquisition underscores pgLang’s focus on collaboration and innovation, as the agency seeks to provide cutting-edge solutions for its clients.
pgLang’s Expanding Portfolio
Since its inception, pgLang has been more than just a creative communications company. While its roots are deeply entrenched in music, the company has consistently diversified its portfolio, working with globally recognized brands such as Converse, Calvin Klein, Chanel, and Bottega Veneta. One of its most notable recent achievements was Kendrick Lamar’s acclaimed halftime performance at Super Bowl 59, which showcased pgLang’s creative prowess. Lamar’s performance, featuring a bespoke leather varsity jacket by Martine Rose emblazoned with “pgLang,” was a testament to the company’s ability to merge artistry with branding.
Project 3 Agency is set to further expand this portfolio, offering brands a unique opportunity to engage with a creative agency that prioritizes storytelling and authenticity. By aligning with pgLang, companies can tap into a network that seamlessly blends commercial success with artistic integrity. As Dave Free noted, “We wanted to figure out a way to walk hand-in-hand with these companies and give them information, but also learn as we’re working with [them].”
A Commitment to Innovation
The launch of Project 3 Agency is not just about business expansion; it’s about setting new standards in the creative industry. pgLang’s approach is rooted in innovation and adaptability, ensuring that each project receives the attention and resources it needs to thrive. By focusing on quality over quantity, pgLang aims to create a sustainable model that benefits both the agency and its clients.
As Dave Free explained to Fast Company, “We know the trajectory. But it’s going to take time, and we’re going to give every piece its own space in its own light.” This patient, deliberate approach sets pgLang apart from its competitors, allowing the agency to build meaningful, long-term relationships with its clients while maintaining its creative integrity.
The Future of pgLang
As pgLang continues to grow, its impact on the creative industry is undeniable. With Project 3 Agency as its latest venture, the company is poised to redefine how brands and artists collaborate. By combining innovative strategies with a commitment to storytelling, pgLang is not only shaping its future but also influencing the broader landscape of creativity and branding.
In the ever-evolving world of creative industries, Kendrick Lamar and Dave Free’s pgLang stand as a beacon of innovation, proving that authenticity and ambition can coexist to create something truly groundbreaking.