PINNACLE ACQUIRES
With the deal, Pinnacle deepens its expertise in the digital and immersive technologies shaping experiential’s next era while continuing to bring brands to life on every stage.
September 1, 2026
Portland, OR and Dallas, TX — Pinnacle today announced its acquisition of Dallas-based interactive agency, 900lbs of Creative, LLC. The acquisition launches the agency’s new Interactive Studio and marks the latest chapter in its continued evolution to provide end-to-end experiential capabilities to clients. The Interactive Studio will focus on immersive technology, interactive software, AI, and digital storytelling.
While Pinnacle has long provided these capabilities, this integration formalizes and expands them into the agency’s core offering, delivering a more seamless experience for clients as digital and physical experiences continue to converge.
900lbs shares the spirit of innovation that has always driven Pinnacle, along with deep experience bringing brands to life. The company has spent more than 15 years working with partners including Pepsi, Amazon Web Services, Shell, Ericsson, and the Dallas Cowboys. They combine emerging technologies, technical software and visual content to bring big ideas to life, creating a diverse range of interactive initiatives and high-quality visual storytelling to showcase the “art of the possible.”
“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.”
For Steve Deitz, Founder and CEO of 900lbs, the acquisition represents an opportunity to keep pushing boundaries and create without limits. “We’re inventors to the core, we love to solve problems and bring new ideas into the world. Joining Pinnacle gives us a bigger stage to do that work,” said Deitz.
As part of the acquisition, Deitz has been named Vice President, Interactive and will report to Chris Etzel, Chief Technology Officer at Pinnacle.
Pinnacle and 900lbs will move forward together as one team, with their people and projects continuing under the Pinnacle brand. Terms of the deal were not disclosed.
About Pinnacle Experiential
Since 1998, Pinnacle has been the partner behind experiences for category leaders including Microsoft, Adobe, PlayStation, Pokémon, and Canon Medical, bringing their stories to life on the world’s biggest stages and in the moments that matter most. That work is powered by an integrated in-house model: strategists, creatives, and builders united by a culture of curiosity and fearless ambition. Learn more at www.pinnacle-exp.com.