# Celebrity-Backed Creative Agencies Kendrick Lamar's pgLang Launched the 'Project 3 Agency' By Colin Smith | Published 2025-07-31 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/project-3-agency References: [adage](https://adage.com/agencies/creative-agencies/aa-kendrick-lamar-pglang-project-3-agency/) [Project 3 Agency](https://www.trendhunter.com/trends/project-pigeon) 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](https://www.trendhunter.com/trends/90sinspired-denim-campaign) 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](https://www.trendhunter.com/trends/frosty-jacks-fros) 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 Insights (Trend Hunter) - Score: 7.6/10 - Popularity: 87% | Activity: 96% | Freshness: 44% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **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. - **Cross-industry Collaborations:** Agencies like Project 3, backed by celebrity influence, are emphasizing partnerships across fashion, technology, and entertainment, creating innovative cross-industry solutions. - **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. ### Industries Being Reshaped - **Creative Services:** Creative agencies, backed by celebrity reputations, offer a fresh take on traditional services, integrating cultural narratives into strategic branding initiatives. - **Entertainment:** With celebrity-driven initiatives like Project 3 entering the scene, the entertainment industry sees increased diversification and convergence with marketing and branding. - **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. ## Related on Trend Hunter - [Celeb-Backed Advocacy Agencies](https://www.trendhunter.com/trends/mighty-dream.md) - [Creative Premium Collaborative Initives](https://www.trendhunter.com/trends/engineered-by-balenciaga.md) - [Automated Agency Experiments](https://www.trendhunter.com/trends/ability-machine.md) - [Women-Led Talent Management Firms](https://www.trendhunter.com/trends/glossary-artists.md) - [Distraction-Free Mobile Devices](https://www.trendhunter.com/trends/pglang-light-phone-ii.md) - [Streaming Service Expansions](https://www.trendhunter.com/trends/spotify-creative-lab.md) - [Agentic Creative Platforms](https://www.trendhunter.com/trends/Agentic-creative-platforms.md) - [Consumer Brand Launches](https://www.trendhunter.com/trends/labor-smart.md) - [Agentic Brand-Building Features](https://www.trendhunter.com/trends/AI-powered-marketing-platform.md)