Kendrick Lamar & Dave Free Launch Project 3: A New Creative Agency from pgLang
Kendrick Lamar & Dave Free Launch Project 3
Kendrick Lamar and Dave Free, co-founders of the enigmatic and culturally influential creative company pgLang, have officially launched Project 3, a full-service creative agency aimed at revolutionizing how brands tell their stories.
Built through the acquisition of the creative studio Frosty—a longtime pgLang collaborator—Project 3 offers businesses access to premium storytelling through visual and strategic branding tools. The move marks a significant expansion of pgLang’s impact beyond music and film into the world of brand design, production, and strategy.
What is Project 3?
Project 3 is described as a creative resource hub for businesses, combining creative direction, brand strategy, production services, and content development under one roof. It was developed to support companies in crafting compelling brand identities through storytelling.
The name “Project 3” is inspired by the three-act storytelling structure: beginning, middle, and end—emphasizing the importance of a narrative arc in brand building.
A Natural Evolution of pgLang
Since its inception in 2020, pgLang has maintained a mysterious but impactful presence in the creative world. Co-founded by Pulitzer Prize-winning rapper Kendrick Lamar and former TDE president Dave Free, pgLang has collaborated with brands like Calvin Klein and produced visually immersive content like Lamar’s music videos and short films.
With Project 3, pgLang aims to solidify its position as a cultural force not just in entertainment, but in the global branding landscape.
Services Offered by Project 3
Project 3 Agency provides:
- Creative Direction
- Content Creation & Production
- Brand Design
- Brand Strategy
- Long-term identity consulting
These services cater to both startup brands and established companies looking to evolve their storytelling approach in a crowded digital landscape.
Why This Matters
As more brands compete for attention in short-form media, the emphasis is shifting toward emotional resonance, aesthetic consistency, and narrative depth. Project 3 enters the scene offering the kind of high-concept branding that only creative visionaries like Kendrick Lamar and Dave Free can deliver.
