Oregon-based Pinnacle has acquired Dallas-based experiential design agency 900lbs of Creative LLC, the two companies announced this week. Terms of the deal were not disclosed.
The acquisition launches a new interactive studio within Pinnacle, which will be led by 900lbs founder and CEO Steve Deitz as vice president, interactive. Deitz will report to Pinnacle Chief Technology Officer Chris Etzel.
Deitz said he views the acquisition as an opportunity to keep pushing boundaries and drive limitless creativity.
“We’re inventors to the core; we love to solve problems and bring new ideas into the world,” he said in a statement announcing the deal. “Joining Pinnacle gives us a bigger stage to do that work.”
‘Synergy between creativity and technology’
Post-acquisition, people and projects from 900lbs will continue under the Pinnacle brand, the companies said.
“We believe the best experiences are created through the synergy between creativity and technology. 900lbs is proof of that,” said Pinnacle CEO Brad Hogan. He added that 900lbs’ “strengths live at the intersection of beautiful visuals, compelling narratives and interactive emerging technologies.”
“Together, we’ll help clients reach new heights,” Hogan said.
More on the two companies
Founded in 2010, 900lbs has worked with a wide variety of clients, including Capital One, PepsiCo, Dallas Cowboys, Red Bull and Amazon AWS.
The agency is known for combining emerging technologies, software and visual content in its work. In one such project, the agency was part of a team that lit up the Washington Monument in Washington, D.C., earlier this year with a 250th birthday projection display. In 2024, 900lbs used emerging technology in a joint effort with Dallas retail tech powerhouse Glass-Media to launch PeerVsn, which makes life-size, real-time streaming communication available across industries.
Like 900lbs, Pinnacle is adept at creating experiences. Some of its projects include turning 50 Sam’s Club parking lots into winter holiday train stations and building an esports gaming lounge at the University of Texas at Austin for Dell’s gaming brand Alienware.
Founded in 1998 in the Portland suburb of Hillsboro, the agency’s client list includes Microsoft, Adobe, PlayStation, Pokémon, Subway, Walmart and Canon Medical. In addition to its Oregon headquarters, Pinnacle has offices in the San Francisco Bay Area, Los Angeles, Chicago, Raleigh-Durham, North Carolina, and Hartford, Connecticut.
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