PURPOSE – The purpose of the paper is to study the role of art based practices in driving and shaping the organizing for creativity (organizational creativity). The paper examines how the art based practices driven from improvisational theater could help in conceptualizing and shaping an organizing for creativity (organizational creativity). APPROACH – The paper draws from literature studies to conceptualize organizational creativity as an organizing for creativity. The study forms a framework to understand organizing for creativity and explore how the art based practices of improvisational theater (collective improvisation) could enhance it. ORIGINALITY – This methodology puts in evidence conceptualization of organizational creativity from a novel point of view i.e. from the point of view of organizing. In contrast to ownership and outcome oriented views of creativity, the study aims to understand organizational creativity more as an interaction and interrelated activities of various actors within a system. PRACTICAL IMPLICATIONS – The outcomes of the application provide a framework for management to understand organizational creativity as creative organizing and to utilize the art based practices, specifically from improvisational theater, to foster it. Hence, organizing for creativity means the utilization of various novel and temporary forms of organizing (for example, such as inter-organizational crowdsourcing) for the achievement of organizational goals.