Kendrick Lamar's startup, named pgLang, recently unveiled a fresh creative agency.
pgLang Expands Creative Offerings with Launch of Project 3 Agency
In 2025, Kendrick Lamar and Dave Free, the founders of pgLang, unveiled Project 3 Agency - a new global creative agency aimed at delivering comprehensive services to both corporate and independent clients.
The agency's name, Project 3, symbolizes the three pillars of storytelling: the beginning, middle, and end. It aims to build brands externally by expanding creative resources and providing services such as creative direction, brand design and strategy, content production, production services, and event planning.
This initiative marks a strategic evolution of pgLang's creative ecosystem. Founded in 2020, pgLang started as a production company for creatives, but has evolved into a more formalized agency structure designed for long-term business foundations and sustainable growth.
A significant move was pgLang's acquisition of Frosty, an international creative studio with a global team of 30 members. This acquisition helped form the backbone of the new agency and its expanded capabilities.
Project 3 Agency builds on pgLang's prior successful collaborations and cultural impact. Notable work includes managing all aspects of Kendrick Lamar’s Super Bowl LIX halftime show in 2025, from creative production to stage design and sound technology.
The agency's first venture in the tech industry came in 2023 with the limited-release of the Light Phone II, a simple, less-distracting alternative to the modern cell phone, in partnership with tech company Light. Only 250 phones were released, exclusively available at pglang.com.
Cornell Brown, an executive at pgLang and Project 3, emphasized the importance of brands being careful, as one mistake can question their existence or purpose. He stated, "Brands need to be careful, as one mistake can question their existence or purpose."
In addition to its work in the tech and fashion industries, pgLang has collaborated with companies such as Chanel, Converse, Global Citizen on Move Afrika, and Cash App. The agency continues to diversify its creative offerings, positioning itself as a full-service firm delivering high-level, comprehensive agency services focused on storytelling, brand growth, and cultural leadership through collaboration and innovative creative solutions.
[1] pgLang's Project 3 Agency Launches [2] pgLang Acquires Frosty to Expand Creative Offerings [3] Kendrick Lamar's Super Bowl LIX Halftime Show Managed by pgLang [4] pgLang Partners with Light for the Launch of the Light Phone II [5] pgLang Wins Six Cannes Lions Awards and Named Independent Agency of the Year in 2023
[1] pgLang's Project 3 Agency expands its services, offering creative direction, brand design, strategy, and production in the realm of business and technology.
[2] In a strategic move to strengthen its creative prowess, pgLang acquires Frosty, a global creative studio, to bolster its capabilities in entertainment and other industries.
