Kendrick Lamar and Dave Free’s ‘creative service company’ pgLang has released a series of short films in collaboration with clothing brand Calvin Klein.
The series of eight visuals, mostly running around the one-minute mark, flips a traditional fashion campaign into narratives that blend storytelling with polished cinematography. Casted, written and directed by Free in LA, it features collaborators such as rappers Baby Keem and Taco, and actors Travis Bennett, Ryan Destiny and Keith Powers. Instagram personality Amber Wagner, blogger Exavier, artist Mecca Allah, and singer Brent Faiyaz also appear.
The videos adopt a range of different themes. Some clips embody a more comical side like the Bennett-starring “My Favorite Jeans,” while others are more conceptual, such as “Voyagé” which is soundtracked by Lamar’s “Patience Interlude.”
According to NME, the films were intended to “prioritize optimism and creativity beyond all else, and usher in a new era of inspiring, humorous and relatable advertising—not only for Calvin Klein, but for the entire fashion industry”.
The mysterious pgLang was unveiled in March 2020, when the two longtime collaborators announced the news on their respective Instagram accounts to some confusion, as the project’s function and purpose was still unclear to many. It came after Free reportedly left Top Dawg Entertainment in October 2019, stepping down from the co-president role to pursue other projects.
Back in October, Lamar explained the delay around his latest album recording process, revealing that he could spend a “whole year just thinking about how I’m gonna execute a new sound.”
Watch “SeeU,” the first film of the pgLang series below and check out the rest here.