Kendrick Lamar and Dave Free launch Project 3
Kendrick Lamar and Dave Free just launched Project 3, a new creative agency blending culture, storytelling, and brand strategy.
Kendrick Lamar and longtime creative partner Dave Free are entering a bold new chapter with the launch of Project 3, a full-service creative agency born out of their multidisciplinary studio, pgLang. Known for their cutting-edge storytelling and visual innovation, they are now expanding their creative reach, offering the kind of brand and cultural work that previously existed only behind the scenes of their own projects.
Founded in 2020, pgLang quickly established itself as more than a traditional entertainment label. With the launch of Project 3, the pair are formalizing this ethos into a client-facing creative agency, inviting brands to tap into the authenticity and cultural resonance they’ve spent years cultivating.
The seeds of Project 3 were planted when Dave Free and Kendrick Lamar began to notice a gap in the way mainstream creative agencies approached storytelling. For years, pgLang had taken on brand collaborations and visual campaigns, like the acclaimed partnerships with Cash App, Chanel, Calvin Klein, and Gatorade, but always on their own terms. However, without a dedicated agency structure, the company had limited capacity to serve external clients at scale.
That changed when pgLang acquired Frosty, a respected creative studio. The acquisition gave them the infrastructure and resources to launch Project 3 as a standalone agency. Now, they’re prepared to work with partners across industries, from fashion to tech, delivering fully immersive campaigns rooted in culture, not just commerce.
At its core, Project 3 aims to redefine what it means to be a creative agency in today’s oversaturated market. Where other firms chase trends, Dave and Kendrick are prioritizing narrative integrity, cultural relevance, and emotional depth. The name “Project 3” itself reflects their commitment to complete storytelling, the beginning, middle, and end.
In interviews, Free has emphasized that today’s audiences are hyper-aware, and brands can’t afford to be performative. One misstep can cause a brand’s entire identity to be questioned. That’s why Project 3 is positioning itself not just as a creative partner, but as a cultural translator, a team that can help brands understand their place in the world and express it with confidence and substance.
Unlike traditional advertising agencies that approach campaigns from the outside in, Project 3 begins with culture, music, art, design, and community. From there, they build narratives that feel personal, lived-in, and timeless.
From the Pulitzer-winning album DAMN. to the cinematic music videos and meticulously curated visual campaigns, their collaborative work has always blurred the lines between music, cinema, and advertising.
Project 3 is about setting a new standard for how artists and brands engage with the public. Dave Free has said that while they’re open to working with major clients, they aren’t interested in chasing every opportunity. Instead, the focus will be on selective, meaningful partnerships, projects that align with pgLang’s values and vision.
The launch of Project 3 comes at a time when audiences are demanding more accountability and purpose from the brands they support. For many consumers, it’s not just about what a brand sells, but what it stands for.
While specific clients and upcoming projects have not yet been announced, the creative world is watching closely. If past pgLang campaigns are any indication, we can expect a mix of bold visuals, sharp commentary, and emotionally resonant storytelling. With six Cannes Lions awards already under pgLang’s belt, the pedigree is unquestioned.