In order to address creativity, this article uses concepts developed through a research project focused on social and cultural activities practiced in two different cultural contexts. It first presents the research methodology used, which is founded upon activity analysis. This approach proposes a co‐construction of problems experienced by professionals, recognizes them as experts of problems encountered in their professional work, and allows the way they deal with these problems to become visible. This research highlights creativity demonstrated by professionals in their actions and the way they view it in their work. To illustrate creativity within the realm of training, we present the content of a course dealing with the practice and use of cultural mediation. The overarching goal is to experience a type of pedagogy which permits laying the foundations for future mediation work allowing true appropriation by the publics concerned.