Kendrick Lamar unveils a fresh creative agency under his startup pgLang
Project 3: A New Creative Venture from pgLang
pgLang, the creative company founded by Kendrick Lamar and Dave Free, has announced a new initiative called Project 3. This global creative agency is designed to help businesses avoid mistakes that could potentially question their existence or purpose.
The launch of Project 3 marks a strategic shift for pgLang, as it allows the teams to focus on other companies while pgLang remains the parent company overseeing all external ventures. This move comes after pgLang's acquisition of Frosty, an international creative studio and longtime collaborator, which played a significant role in building Project 3 Agency.
Project 3 Agency is a full-service agency providing creative direction, content creation, production services, brand design, and strategic consulting. Unlike traditional agencies centered mainly on ads or campaigns, Project 3 aims to build worlds, emphasizing immersive and comprehensive brand experiences.
One of the first projects undertaken by Project 3 was a partnership with tech company Light to launch the limited-release Light Phone II. This unlocked, 4G LTE mobile phone, with a few essential tools, was billed as "just a phone" and aimed to be a less-distracting alternative to the modern cell phone. The limited release consisted of 250 phones, which were exclusively available at pglang.com.
The startup has already made a significant impact, winning six Cannes Lions Awards and being named Independent Agency of the Year in 2023. Project 3's goal is to expand pgLang's creative offerings for businesses, walking hand-in-hand with companies and providing information while learning from them.
In addition to Project 3, pgLang has worked on design collaborations and brand collaborations with companies like Chanel, Converse, Global Citizen on Move Afrika, and Cash App. The company's mission is to break formats and foster a community that speaks different creative languages.
In 2022, the startup put billionaire investor Ray Dalio in a commercial to discuss the importance of investing in oneself. This move reflects pgLang's commitment to empowering individuals and businesses to reach their full potential.
[1] pgLang's mission and vision: https://www.pglang.com/about [2] Project 3 Agency: https://www.project3agency.com/ [3] pgLang's collaborations and projects: https://www.pglang.com/projects
The creative direction of Project 3 from pgLang, a full-service agency, extends beyond the traditional realm of business, venturing into finance by collaborating with tech companies. For instance, the launch of the limited-release Light Phone II was a strategic move towards providing a less distracting alternative in the entertainment industry.
As pgLang continues to empower individuals and businesses, Project 3 strives to learn from companies and offer comprehensive creative services, ultimately providing innovative solutions for various sectors such as entertainment, business, and finance.
