Project 3 Agency
Date
Inside Kendrick Lamar’s pgLang Offshoot
While their Instagram offers a stream of images, graphics, and voicemails that appear almost without context, in the first six months since its July 2025 launch, Project 3 has already made serious waves, collaborating with major names across fashion, luxury, and cultural institutions.
We take a closer look at how Kendrick Lamar and Dave Free’s pgLang extension is redefining what an agency can be through the power of storytelling.
Positioning
Project 3 is a global creative agency helping brands shape culture through strategy, storytelling, design, and production. Built for modern brands, it bridges artistic vision with commercial impact.
As an extension of pgLang, it works with external clients, bringing the team’s signature storytelling approach and creative rigor to every collaboration.
Mission & Philosophy
The agency’s mission is simple but bold, to tell stories that resonate, not just reach. Every project is structured like a narrative, beginning, middle, end, reflecting the “3” in Project 3.
Philosphy
“We see brands now, and one mistake can have you questioning your existence — or your audience questioning your purpose,” says Cornell Brown, Project 3 executive.
“Storytelling has to help people. It has to change the world. It has to latch on to people,” says Dave Free, Project 3 co-founder.
Selected Work
CHANEL, The Button Film A cinematic fashion short with Margaret Qualley and Kendrick Lamar, blending narrative storytelling with luxury branding.
Baby Keem, The Melodic Blue Rollout Full campaign and visual storytelling direction.
The Big Steppers Tour Stage and visual direction for Kendrick Lamar live performances.
Cash App Culture-led creative developed with pgLang connecting music and community.
ArtScience Museum International institutional rebrand for Singapore’s landmark museum.
How It Scales
Project 3 operates with roughly 30 multidisciplinary creatives across hubs in Los Angeles, New York, London, Paris, and Asia. The team combines boutique-studio agility with enterprise-level impact and expanded production power through the acquisition of international studio Frosty.
In Essence
Project 3 represents a new kind of agency, culturally fluent, strategically sharp, and built to create work people feel, not just see. By leveraging the power of storytelling, the agency sets a blueprint for how modern creative houses can operate at the intersection of culture and commerce.
Website
https://project3.agency/
Instagram
@project3agency