Kendrick Lamar is launching his own creative agency.
Called Project 3, it’s a new arm of his company pgLang, which focuses on video and music production. The new venture will offer services including creative direction, content creation, brand design, strategy, event planning and production to businesses in a wide range of areas, from fashion to sport to art. Its creation is the result of pgLang’s acquisition of its longtime collaborator Frosty, a Canada-based creative studio.
The launch comes five years after pgLang’s own debut in 2020; the plan for the company, which was co-founded by Lamar and his longtime creative partner Dave Free, was always to offer creative services externally. It’s collaborated with brands including Converse, Louis Vuitton and Chanel on short videos and fashion show production.
“We’ve spent years building the foundation at pgLang. Now, Project 3 Agency represents our commitment to sharing that operating system — transforming how businesses tell their stories and ensuring their message doesn’t just reach an audience, but truly moves and inspires culture, all while providing new opportunities for the young creatives inspiring us,” Lamar told The Business of Fashion via email.
In its previous iteration as Frosty, Project 3 has produced campaigns for the likes of Burberry, Prada, Everlane and The Beatles, often grounded in storytelling and narrative. Founded in 2019, it first collaborated with pgLang on a campaign for Calvin Klein. Since then, the two have worked together on campaigns for companies including Jordan Brand, Cash App and Amazon Music. Frosty founders Greg Stogdon and J.D. Ostrow will remain on board as executives of Project 3, which employs a team of 30 globally.
Working with pgLang “always felt different,” said Stogdon via email. “Whether we were collaborating openly or in the background, their perspective brought out the most creatively rewarding work. They don’t just see things differently, they’ve built a network of creatives who care deeply about raising the bar. As pgLang brings those strengths to Project 3 Agency, Frosty contributes with a team of brilliant and kind people who know how to run an agency with the same high standards, ambition, and originality.”
To introduce Project 3, pgLang has released a short film, directed by Jack Begert.
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