This paper addresses the question "What is creativity and how do we 'teach' it?". It proposes that the term 'creativity' has been so overused in non-arts contexts that it has been emptied of meaning for our domain. The paper draws on an extensive review of literature in the field to reframe and reclaim the discourses on creativity for artistic practice and learning. It explores approaches to pedagogy that lead students toward a deeper understanding of creativity, and of their capacity to create in and through the visual arts.