<p>This phenomenographic study explores how six leading academic experts in the design and instructional design field experience creativity in instructional design, specifically, how they perceive, define, and use creativity in instructional design. Phenomenography describes the diverse ways these experts experience, conceptualize, and integrate creativity into ID, highlighting the complex nature of creativity within the field. The findings reveal a range of interpretations and applications of creativity, emphasizing the challenge of defining and incorporating creativity explicitly in ID education. Despite recognizing creativity as a critical skill for the twenty-first century, there is still a lack of explicit inclusion in the instructional design curricula. This study contributes to understanding how creativity is perceived in instructional design by presenting four distinct categories of description. By describing these experts' perspectives on the role of creativity in their work, this study contributes to the ongoing discourse on the significance of creativity in instructional design. It highlights the need to reevaluate how creativity is fostered within instructional design programs and advocates for a more integrated and explicit approach to fostering creativity within the classroom to prepare future instructional designers for the complexities of the twenty-first-century learning environment.</p>