The deeper reason for the possibility of creativity, I suppose, is the possibility of information storage and the possibility that the processing of information can depend on other information.
Physical systems can store information. They can change their state or configuration under the influence of interactions with other systems or with parts of themselves. The change in their configuration allows inferring something about the state of the influencing system.
On my philosophy blog, I have published an essay on creativity and its basis and the consequences for the philosophy of science. I investigate why it is possible that physical systems can exist for which a complete theory in terms of a set of laws is not possible. The reason is that systems can be "programmable", changing their behavior depending on information received from the environment. This has consequences for the Philosophy of Science. Classical science is looking for invariable laws while the laws of such systems (which, i suppose, include human beings as well as human cultures) are subject to historical change, resulting in the science/humanities divide.