Kendrick Lamar and longtime creative partner Dave Free have officially unveiled Project 3, a full-service creative agency operating under their multidisciplinary company pgLang. Announced in late July 2025, Project 3 marks the next evolution of their brand storytelling and creative brand partnerships.
What Is Project 3?
- Full-service creative offering: Project 3 offers creative direction, brand design and strategy, event planning, content creation, and production services tailored to culturally-minded clients.
- External focus: Built to serve both corporate and independent entities, the agency extends the cultural storytelling expertise pgLang built behind the scenes.
Evolution from pgLang & Frosty
- Rooted in pgLang: Since its founding in March 2020 by Lamar and Free, pgLang has served as “an at‑service company,” quietly refining creative collaborations across music, film, art, and branded campaigns.
- Formal infrastructure: The recent acquisition of creative studio Frosty provides the necessary infrastructure to support external client work at scale. This strategic step enabled the formal launch of Project 3.
Why Project 3 Matters
- Cultivated Storytelling Expertise: Built by creative talent behind Kendrick’s cinematic music videos, high-impact ad campaigns, and artistic collaborations with brands like Chanel, Cash App, and Converse.
- Narrative-First Approach: The name “Project 3” reflects the storytelling fundamentals—beginning, middle, and end—prioritizing cultural authenticity over trend-chasing.
- Selective and Vision-Aligned: With a lean, global team (roughly 30 people), Project 3 aims to work selectively with partners whose values align with pgLang’s ethos.
From music to lifestyle Project 3 builds on creative success spanning fashion, entertainment and advertising. Its collaborations with brands such as Burberry, Prada, Gatorade, and Calvin Klein have blurred lines between campaign art and cultural commentary.
The agency is positioned as a cultural translator—helping brands understand their place in contemporary narratives and communicate meaningfully.
Tl;DR
With Project 3, Kendrick Lamar and Dave Free are redefining what a creative agency looks like—centering storytelling integrity, cultural relevance, and emotional resonance. By formalizing their previously behind-the-scenes creative operations, they’re offering brands a new era of narrative-driven design and brand strategy rooted in real community engagement.
