An organization that has led the way in opening new frontiers in using advanced technology to create innovative commercials is Charlex, a New York-based company in business since 1977. Charlex has produced music videos, and also commercials for Diet Pepsi, Cherry Coke, Crest Toothpaste, and White Mountain Cooler. It has used a wide range of techniques: models, paintbox painting, stock footage, live people, clay animation, computer generated images, and clip art. Its blend of people, photographs, models, lighting, and creativity has given the company an edge in its market; and it has shown others several approaches to creative use of the new electronic equipment. With the need to stay fresh and ahead of the competition, the company has been drawing on the services of a number of painters in the New York City area as well as its own staff, and it has been developing demonstration reels to suggest different approaches to clients. The company has demonstrated that technology and creative imagination are not mutually exclusive and that editing within a frame can produce stimulating images. (MG)