Research in creativity diverge into many different areas: Usually, the approach is to focus on individuals personality or cognition or group problem solving capacities from functional perspectives. These approaches may span what has been called big-C, pro-C and little-C (Kaufman & Beghetto, 2009). There are also some research from a mini-C perspective, typically from business context, looking into how ideas are created during meetings (Due, 2016). In this presentation I outline the elements to a theory of creativity, that diverge from these approaches. Based on ethnomethodology, I show how creativity is an everyday social and situated accomplishment involved whenever people encounter and orient to emergent problems. Examples are from video ethnographic studies and focus on ICT-in-interaction, specifically video-mediated interaction and robot-interaction. The analysis show how creativity is a non-scripted, mundane, basically human resource that is co-operatively accomplished as improvisations to emergent problems (cf. Goodwin, 2018). The research has implications for our theoretical understandings and for practitioners who strive to better understand the nature of creativity and the role of ICT in interaction.