pgLang Launches Creative Agency Project 3

pgLang, the “at-service” production company and label founded by Kendrick Lamar and Dave Free, is launching a global creative agency dubbed Project 3.

Why It Hits: Standing out in a world inundated with marketing is harder than ever — but breaking through the noise to find an audience is more important than ever. That’s why brands are turning to agencies that either excel at creative or are led by someone who is a literal name brand. Ryan Reynolds’ Maximum Effort checks both boxes… and Project 3 could follow a similar trajectory while operating with a much different vibe.

Behind the Curtain: Project 3 is evolving out of pgLang’s recent acquisition of international creative studio Frosty after years of collaboration.

• Project 3 will provide “creative direction, brand design, strategy, content creation, event planning, and production services” for both corporate brands and independent businesses, per Hypebeast.
• The overarching goal of the agency’s creative is to help brands pinpoint their long-term “story and purpose”(Project 3 stands for the three pillars of storytelling — beginning, middle, and end).
• To that end, pgLang and Project 3 exec Cornell Brown notes that the brands best served by the agency are those seeking a long-term, premium partnership.

Last Stitch: pgLang has already dipped its toe into brand work, producing campaigns for companies like Cash App, Chanel, Calvin Klein, and Gatorade — racking up six Cannes Lions awards in the process. Not too shabby for a company that once felt it didn’t have the bandwidth to do branding at scale.

But with the acquisition of Frosty and its 30 global employees, pgLang is ready to spread its wings with a full-service label. Still, Free maintains that quality over quantity will be the “north star.”

Prediction: Since Project 3 aims to rebuild brands from the inside out (and not just chase virality), expect some of its early work to include sweeping redesigns of legacy companies in need of an update.