Kendrick Lamar's pgLang Launched the 'Project 3 Agency'
Colin Smith — July 31, 2025 — Marketing
References: adage
Project 3 Agency launched on July 31, 2025 as pgLang’s first public-facing creative services arm. Five years after the collective’s founding, it marks a shift from in-house music videos, concerts and select brand work for Cash App, Chanel, Calvin Klein and Gatorade to a scalable external offering. Prior to its debut, pgLang had won six Cannes Lions Awards, including Independent Agency of the Year in 2023.
Part of the broader Project 3 umbrella, Project 3 Agency is a full-service creative house providing brand design and strategy, creative direction, content creation, event planning and production. The name refers to the narrative stages of beginning, middle and end. A global team of 30 professionals incorporates Frosty studio—recently acquired after years of collaboration—to expand technical capabilities and geographic reach. Positioned within pgLang’s ecosystem, which Fast Company ranked among the World’s Most Innovative Companies of 2025, Project 3 Agency bridges cultural vision and brand infrastructure.
Image Credit: Shutterstock
Part of the broader Project 3 umbrella, Project 3 Agency is a full-service creative house providing brand design and strategy, creative direction, content creation, event planning and production. The name refers to the narrative stages of beginning, middle and end. A global team of 30 professionals incorporates Frosty studio—recently acquired after years of collaboration—to expand technical capabilities and geographic reach. Positioned within pgLang’s ecosystem, which Fast Company ranked among the World’s Most Innovative Companies of 2025, Project 3 Agency bridges cultural vision and brand infrastructure.
Image Credit: Shutterstock
Trend Themes
1. Celebrity-led Creative Ventures - The rise of celebrities launching creative agencies like Project 3 highlights the trend of leveraging personal brands in new business sectors, potentially disrupting traditional advertising and creative industries.
2. Cross-industry Collaborations - Agencies like Project 3, backed by celebrity influence, are emphasizing partnerships across fashion, technology, and entertainment, creating innovative cross-industry solutions.
3. Global Small-scale Teams - The expansion of Project 3’s geographically diverse team reflects a shift towards small, nimble creative units with global reach, challenging the conventional large-scale agency model.
Industry Implications
1. Creative Services - Creative agencies, backed by celebrity reputations, offer a fresh take on traditional services, integrating cultural narratives into strategic branding initiatives.
2. Entertainment - With celebrity-driven initiatives like Project 3 entering the scene, the entertainment industry sees increased diversification and convergence with marketing and branding.
3. Technology Integration - The acquisition of technical studios by agencies like Project 3 highlights an accelerated merging of creative and technology sectors to enhance production capabilities.
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