For over a decade, Pat Giles led the creative behind Lucky Charms, developing several breakthroughs in the category, including a robust website with gaming and webisodes. Most importantly, the character evolved to fit more modern magical marshmallow tastes. Giles led the character from traditional animation to a more Pixar-like CG animation and back again, always focusing on keeping the character true to his nature while pushing his limits. Lucky reached older audiences with a hugely successful campaign that included an animated Pentatonix spot that aired during the Grammys.