Kendrick Lamar, Dave Free Launch Global Creative Agency Project 3

Kendrick Lamar and his creative partner Dave Free have launched Project 3, a new global creative agency operating as an extension of their existing company, pgLang, which was founded in 2020. Project 3 is designed to expand creative resources for both corporate and independent businesses, offering a full suite of services including creative direction, brand design, strategy, content creation, event planning, and production. The agency's name reflects the three pillars of storytelling: beginning, middle, and end, emphasizing a structured approach to brand building and storytelling. Project 3 Agency also formalizes pgLang’s acquisition of Frosty, an international creative studio with a global team of 30, to bolster its capabilities. This launch marks pgLang's shift from an inward-facing creative collective to a global creative service partner, aiming to transform how businesses tell their stories and influence culture. Lamar and Free emphasize the importance of meaningful storytelling that resonates and inspires, setting Project 3 apart from traditional agencies focused solely on volume and turnover.