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yesterday

PgLang Launches Project 3 Agency to Deliver End-to-End Creative Services

Backed by the recent Frosty acquisition, Project 3 Agency builds a foundation for storytelling-led, purpose-first brand growth.

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Kendrick Lamar and Dave Free's pgLang Launches Project 3, a New Creative Agency Built to Serve Brands
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Overview

  • Project 3 Agency consolidates creative direction, content creation, production, brand design and strategy into pgLang’s first full-service commercial arm.
  • The agency’s name reflects its three-pillar approach to storytelling—beginning, middle and end—to help brands craft cohesive narratives.
  • Led by Kendrick Lamar and Dave Free, the new venture marks pgLang’s evolution from in-house projects to a scalable client-focused agency.
  • Powered by the Frosty acquisition, the agency retains Frosty’s founders and integrates its global studio capabilities to support upcoming campaigns.
  • Serving as the foundational arm for pgLang’s future offerings, Project 3 Agency lays the groundwork for the company’s planned expansion into specialized services.