Calvin Klein has released a new ad, created by pgLang, the newly launched service company for creators, founded by Kendrick Lamar and former Top Dawg Entertainment president Dave Free.
The spot, directed by Dave Free, features model Mecca Allah clad in jeans and denim jacket getting up to a rooftop and looking through binocular, while in the background a song with the following lyrics plays: “Stay on that climb.
One step at a time. pgLang and Calvin Klein. They see you. We see you. Even if you don’t see yourself”.
Lamar started to promote its new project back in March 2020. At that time, he tweeted a graphic logo and the word “pgLang” with no explanation, posting later on a short teaser, along with a link to a professional website. The company says it is focused on using the experiences of its many collaborators “to build stories that are equally accessible and engaging, then fitting them within the best media.” “Our community speaks music, film, television, art, books, and podcasts- because sometimes we have to use different languages to get the point of our stories across. Stories that speak to many nations, many races, and many ages,” the company’s mission statement reads.