New business endeavor by Kendrick Lamar: pgLang introduces a fresh creative agency
Project 3 Agency: A New Full-Service Creative Powerhouse
In 2025, Kendrick Lamar and Dave Free, the co-founders of pgLang, launched Project 3 Agency. This new entity is a natural progression from their initial creative platform, marking a shift from providing internal and selective creative services to offering comprehensive creative solutions to brands and clients globally.
Project 3 Agency, a full-service creative agency, is the parent company overseeing all external ventures. It was born out of the need to leverage pgLang's extensive expertise across touring, marketing, merchandising, and art production, and to provide a broader platform for storytelling and cultural impact.
The name Project 3 symbolises the three pillars of storytelling: beginning, middle, and end, emphasising the agency's holistic approach to building lasting brand languages and identities. The agency's inception was significantly influenced by the acquisition of Frosty, an international creative studio that had closely collaborated with pgLang. With a team of about 30 members, the addition of Frosty strengthened Project 3's capacity and global reach.
The creative agency's first notable collaboration was with tech company Light, launching the limited-release Light Phone II. Marketed as "just a phone", the Light Phone II was designed as a less-distracting alternative to modern cell phones, offering essential tools and operating on 4G LTE. The limited release consisted of 250 phones.
Project 3 Agency's purpose is to ensure the longevity of the business by building foundational structures. According to Cornell Brown, an executive at pgLang and Project 3, brands can face significant consequences from one mistake. Therefore, Project 3 aims to walk hand-in-hand with companies, providing information and learning as they work together.
Since its inception, Project 3 Agency has collaborated with various companies, including Chanel, Converse, Global Citizen on Move Afrika, and Cash App. In 2022, pgLang put billionaire investor Ray Dalio in a commercial to discuss the importance of investing in oneself. The agency has also produced viral campaigns for Cash App.
In 2023, pgLang partnered with Light to launch the Light Phone II. The partnership marked pgLang's commitment to commercial business, as stated by Free, a long-term business partner of Lamar. The agency has already won six Cannes Lions Awards and was named the Independent Agency of the Year in 2023, signifying its growing influence in the creative industry.
Project 3 Agency is poised to make a significant impact in the world of creative services, offering comprehensive solutions that foster authentic storytelling and meaningful cultural impact for diverse brands and clients worldwide.
Project 3 Agency, with its extensive expertise, ventures into the financial realm by partnering with tech companies like Light, demonstrating its ability to create and market innovative products beyond the entertainment industry. The agency's business collaborations extend beyond the creative industry, including partnerships with brands such as Chanel, Converse, and Global Citizen for social campaigns.
