Kendrick Lamar and Dave Free are at it again, introducing (Project) pgLang. Meet the newest iteration of their brainchild: a challenging, creative community formed to push both culture itself and our perception of said cultural movements. “Project 3,” the multi-disciplinary agency challenging convention, the functional and military-inspired streetwear brand designers know but everyone loves, has launched an even crazier venture.
pgLang has long been the springboard through which Kendrick Lamar’s vision takes flight. From elaborate stage sets to stylized rollouts of music, Dave Free and the pgLang collective have served as catalysts for bringing the rapper’s ideas to life as full-fledged cultural expressions. However, with Project 3, they’re leveraging those talents for something beyond music and performing, contributing to a broader creative economy.
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Unveiled in the enigmatic YouTube video, “Project 3” hints at a world where creativity and intuition collide. The brief clip shows a woman recounting the story of an unusual encounter, concluding with a boy leaving a phone number behind. Dial the number, and you receive a cryptic voicemail from Project 3 encouraging visitors to leave a message if they have a fantastic idea or are looking for one. That invitation, in itself, injects a shot of adrenaline into what pgLang is building, a creative agency that feeds off unconventional ideas and wide-open collaboration.
Project3 would offer itself as a full-spectrum creative agency. It’s set to provide consulting in creative direction, content creation, brand strategy, and visual design, and production for biophilic printed materials of all kinds will also be one-stop shopped under its progressive umbrella. This is a creative movement fueled by the brains behind those who made pgLang a symbol of culture.
The debut comes amid reports that pgLang may have acquired Frosty, a creative house celebrated for its unique aesthetic. With this collaboration, pgLang is indicating its interest not only in creating entertainment itself but also in corporate branding, advertising, and cultural storytelling. At a time when authenticity is at the heart of creating consumer connections, Project 3 might well be fast-tracked to become the agency companies’ go-to for making a real impact. With Kendrick Lamar and Dave Free at the helm, it’s about more than ideas-it’s about forging a brave new path in creative communication.
