This practitioner paper explores the intersection of creativity, improvisation and educational technology in higher education, with a specific focus on student collaboration during digital marketing projects.

Drawing on principles from theatre-based improvisation, such as spontaneity, active listening and the foundational ‘Yes, and’ technique, this approach integrates improv exercises into sessions where students use EdTech tools (such as Padlet, Miro or Jamboard) to brainstorm campaign ideas.

The aim is to foster a psychologically safe, low-pressure environment that encourages divergent thinking and imaginative risk-taking, addressing a common challenge where students may default to conventional ideas in digital group work.

Early classroom observations suggest that introducing improv-inspired methods helps students unlock more original, playful and effective concepts when working in shared digital spaces. The paper will share practical examples of how specific improv games are adapted for the EdTech classroom, along with reflections on student engagement and creative output.

The session will include a brief interactive demonstration to engage the audience in experiencing the techniques firsthand. Overall, the paper argues that theatrical improvisation can be a powerful pedagogical tool for enhancing collaborative creativity in tech-supported learning environments.