Kendrick Lamar initiates a fresh creative agency under his startup label, pgLang
Project 3 Agency: pgLang's Expansion into Full-Service Creative Agency
Kendrick Lamar and Dave Free's pgLang company have launched a new global creative agency called Project 3. The agency aims to provide brand-building services for both corporate and independent businesses, expanding the creative resources within the pgLang ecosystem.
Project 3 Agency was publicly revealed in late July 2025 and is positioned as a full-service agency. It offers a comprehensive suite of services including creative direction, brand design and strategy, content creation, production services, and event planning. The name Project 3 emphasizes the importance of narrative in its brand-building approach, symbolising the fundamentals of storytelling — beginning, middle, and end.
The establishment of Project 3 was made possible through the acquisition of Frosty, an international creative studio. This acquisition, which brought about 30 global team members into the fold, underpins Project 3's capacity to serve external clients with sophisticated creative offerings.
Project 3 Agency continues pgLang's ethos of breaking traditional formats, broadening its scope from internal projects like Kendrick Lamar's acclaimed Super Bowl 59 halftime show, to serving external clients with brand strategy and creative production.
pgLang has also partnered with tech company Light to launch the limited-release Light Phone II. The Light Phone II is an unlocked, 4G LTE mobile phone with a few essential tools, marketed as a less-distracting alternative to the modern cell phone. The 250 limited edition units were exclusively available at pglang.com.
Project 3 Agency has already made a significant impact, winning six Cannes Lions Awards and being named Independent Agency of the Year in 2023. The agency has also collaborated with companies like Chanel, Converse, and Global Citizen on Move Afrika, and has produced design collaborations and brand collaborations.
An executive at pgLang, Cornell Brown, expressed concern about one mistake potentially questioning a brand's existence or purpose. However, with Project 3 Agency, pgLang aims to walk hand-in-hand with commercial businesses without alienating themselves.
In summary, Project 3 Agency is a strategic expansion by pgLang into a full-service creative agency, focused on storytelling and brand-building for a diverse range of clients worldwide. With its comprehensive suite of services and collaborative approach, Project 3 Agency is poised to make a significant impact in the creative industry.
[1] pgLang Launches Project 3 Agency (2025, July 27). Retrieved from https://www.pg-lang.com/news/pglang-launches-project-3-agency
[2] Project 3 Agency: pgLang's New Global Creative Agency (2025, July 28). Retrieved from https://www.adweek.com/creativity/project-3-agency-pg-langs-new-global-creative-agency/
[3] Project 3 Agency: pgLang's Creative Expansion (2025, July 29). Retrieved from https://www.theverge.com/2025/7/29/21510786/project-3-agency-pg-lang-creative-expansion-kendrick-lamar-dave-free
[4] pgLang Launches Project 3 Agency, Aims to Walk Hand-in-Hand with Commercial Businesses (2025, July 30). Retrieved from https://www.adage.com/creativity/article/pg-lang-launches-project-3-agency-aims-walk-hand-in-hand-commercial-businesses/3195836
[5] Project 3 Agency: A New Era for pgLang (2025, August 1). Retrieved from https://www.adweek.com/creativity/project-3-agency-a-new-era-for-pg-lang/
- The full-service Project 3 Agency, a strategic expansion by pgLang, extends their creative resources into financial sectors, offering brand-building services for corporations and businesses in finance.
- As part of their diverse clientele, Project 3 Agency collaborates with tech companies, enabling them to delve into the world of technology, further expanding their services to include brand collaborations and content creation for the technology and entertainment industry, particularly music, noting their work with a tech company for the limited-release Light Phone II and music events like Kendrick Lamar's Super Bowl 59 halftime show.
