Kendrick Lamar’s mysterious pgLand suits up with Calvin Klein

The Future. After mysteriously launching last March, Kendrick Lamar’s creative agency pgLand unveiled an eight-part series dedicated to Calvin Klein. Kendrick’s vision for the company seems to be focused on storytelling and prioritizing creative voices. While creative agencies are a dime-a-dozen, one spearheaded by one of the biggest names in culture is sure to attract attention… and may result in advertising that is just as ambitious as Kendrick’s music.

To Pimp an Advertisement
K.Dot’s pgLand outfitted Calvin Klein with some new short films.

• The commercials are an eight-part series written and directed by frequent Kendrick collaborator Dave Free.
• The commercials feature performances by Mecca Allah, Baby Keem, Travis Bennett, Brent Faiyaz, Ryan Destiny, Keith Powers, Amber Wagner, and Exavier.
• The series isn’t tied to any new product drop or specific collaboration.

The series is available to watch in full here.

Creativity, Inc.
What makes each video different from a typical fashion advertisement is a focus on narrative and relatability — snapshots like a phone call during a ferry trip or the act of putting jeans in the freezer to get rid of the smell — as opposed to just highbrow voguing.

pgLang is essentially a content-creation company in the mold of Ryan Reynolds’ Maximum Effort. It is dipping its first toe into advertising and ambiguously touting a roster that includes musicians, writers, fine artists, and producers… but what it’s really selling is a vibe.