Hip-hop musician Kendrick Lamar teams up with Dave Free to establish a fresh creative agency.
Project 3, a new global creative agency, has been launched by Kendrick Lamar and his partner Dave Free. The agency, which operates as a full-service agency providing creative direction, content creation, production services, and brand design and strategy, focuses on building brands externally by blending culture, storytelling, and brand strategy.
The agency is an expansion of pgLang, the multidisciplinary studio founded by Lamar and Free in 2020. The launch follows pgLang's acquisition of Frosty, an international creative studio with a global team, which has strengthened its capacity to serve external clients at scale.
Project 3 is positioned to work across various industries—including fashion, technology, and corporate sectors—delivering immersive campaigns rooted in culture and purpose, reflecting current audience demands for accountability and meaning in brands.
The Name and Inspiration Behind Project 3
The agency’s name, Project 3, derives from the three pillars of storytelling: beginning, middle, and end, highlighting its narrative-driven approach. The founders emphasize that Project 3 is designed to support both commercial and creative business, fostering mutual learning and collaboration with clients.
A High-Profile Super Bowl Halftime Performance
Notable past work under pgLang includes Kendrick Lamar's high-profile Super Bowl 59 halftime performance, showcasing the agency’s expertise in comprehensive production and creative management. During his performance, Lamar wore a custom, blue Martine Rose leather jacket with "pgLang" embroidered across the back.
A Focus on Long-Term Business Success
Project 3 Agency was developed with a goal to build foundational structures for long-term business success. The agency aims to work hand-in-hand with both corporate and independent businesses, providing information and learning while working with companies.
The Future of Project 3
While specific future projects or clients for Project 3 have not yet been publicly announced, the creative world anticipates campaigns characterized by bold visuals, strong cultural commentary, and emotional storytelling, building on pgLang’s award-winning reputation.
A teaser video for Project 3 can be watched here. For more information about Project 3, please visit their official website.
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Project 3, with its focus on blending culture, storytelling, and brand strategy, aims to offer its services across various industries such as business, entertainment, music, and fashion. The agency aspires to foster mutual learning and collaboration with clients, striving for long-term business success.
