Project 3, a subdivision of Kendrick Lamar’s pgLang, will provide creative direction, content creation, event planning, and more.
Kendrick Lamar is expanding his creative universe. The Pulitzer-winning artist and his longtime collaborator Dave Free have introduced Project 3, an agency housed within their production company pgLang. From brand design to event production, the new shop intends to handle every creative brief that comes its way.
Project 3 grew out of pgLang’s acquisition of Frosty, a global studio known for cinematic storytelling. The combined team counts 30 staffers across continents and promises the agility of a boutique with the reach of a network.
pgLang, founded in 2020, already has receipts: think Converse videos that felt more like short films, a Louis Vuitton show cut with Lamar’s verses, and a Chanel campaign that turned eyewear into poetry. Project 3 lets the collective take those instincts to outside clients in sport, fashion, and tech.
“We spent years building the foundation,” Lamar wrote in an email statement, adding that Project 3 will help brands tell stories that “move and inspire culture” while opening doors for emerging talent.
Frosty founders Greg Stogdon and J.D. Ostrow will stay on as executives. Stogdon calls the partnership “creatively rewarding” and praises pgLang’s knack for pushing ideas further than a typical brief allows. Past Frosty projects include campaigns for Burberry, Prada, Everlane, and even a Beatles release, proof that the studio can toggle between heritage houses and pop culture with ease.
To introduce Project 3, pgLang dropped a short film directed by Jack Begert, equal parts manifesto and mood board, that hints at the visual language to come.
With Kendrick Lamar steering the soundtrack and strategy, Project 3 looks set to give fashion’s usual agency line-up a jolt. Brands looking for a voice that speaks in rhythm and resonates online may soon be queueing at pgLang’s door.
