First teased on the @pgLang Instagram account, the company revealed there will be a series of videos produced for the iconic fashion house. Among those set to feature are Baby Keem, Brent Faiyaz, Amber Wagner, and Ryan Destiny. The collaboration marks the first social media activity from pgLang since October of 2020.
Directed by Dave Free, the series of seven short films feature compositions from Jahan Sweet, as well the new songs "Solo" by Brenty Faiyaz and "Patience Interlude" by Baby Keem. "The films priortize optimism and creativity beyond all else, and user in a new era of inspiring, humorous and relatable advertising," a statement on the campaign reads.
Watch all the short films below.
When Dave Free and K-Dot announced the at service company last year, they shared a visual mission statement that starred Kendrick, Baby Keem, Jorja Smith, and Yara Shahidi. Written and directed by Dave Free, the video featured Keem's song "Jump 2" alongside music from Florence Welch and Kamasi Washington.
Back in October, Kendrick sat down for an interview with Keem for i-D that saw them briefly address the company. "I've seen pgLang before it was even an idea that came to fruition," said Keem. "To me, pgLang represents loyalty and trust." They later shared another promo video directed by Dave Free, showing Keem as he recorded music in the studio.