Pinnacle has acquired Dallas-based interactive agency 900lbs of Creative, expanding its digital capabilities and launching a new Interactive Studio focused on immersive technology, interactive software, artificial intelligence (AI), and digital storytelling.
The acquisition brings 900lbs employees and projects under the Pinnacle brand. Terms of the acquisition were not disclosed.
Interactive capabilities move in-house
Founded more than 15 years ago, 900lbs combines software, visual content, and interactive technology to create digital and physical brand experiences. Its client work has included Pepsi, Amazon Web Services, Shell, Ericsson, and the Dallas Cowboys.
Pinnacle already offered digital and immersive services, but the acquisition formalizes those capabilities through its new Interactive Studio.
“We believe the best experiences are created through the synergy between creativity and technology,” said Brad Hogan, CEO of Pinnacle. “900lbs is proof of that. Their strengths live at the intersection of beautiful visuals, compelling narratives, and interactive emerging technologies. Together, we’ll help clients reach new heights.”
The acquisition comes as Pinnacle continues to expand through acquisitions. In March, the company acquired Connecticut-based experiential exhibit and event agency INNOV8. Pinnacle described that transaction at the time as its third acquisition in less than five years.
The INNOV8 deal expanded Pinnacle’s presence in the Northeast and added experiential production capabilities. The 900lbs acquisition adds a dedicated interactive operation to the company’s broader experiential business.
Deitz takes new role at Pinnacle
As part of the acquisition, 900lbs founder and CEO Steve Deitz has joined Pinnacle as vice president, Interactive. He will report to Chris Etzel, chief technology officer at Pinnacle.
“We’re inventors to the core, we love to solve problems and bring new ideas into the world,” Deitz said. “Joining Pinnacle gives us a bigger stage to do that work.”
Pinnacle and 900lbs will operate as one team, with 900lbs employees and projects continuing under the Pinnacle brand.
Founded in 1998, Pinnacle provides experiential services for brands including Microsoft, Adobe, PlayStation, Pokémon, and Canon Medical. Its in-house operations include strategy, creative, and production services.
For more information about Pinnacle, visit Pinnacle Experiential.
Press release submitted by Pinnacle. Edited by Exhibit City News for clarity, length, context, and style.
