Stuff doesn't cause creativity. Creativity causes stuff. I would suggest that maybe it's an ongoing process of creativity that allows complexity to arise in the first place. It may seem ridiculous, but I would also speculate that creative choices might occur at all levels in nature, resulting in what appears, in hindsight, to be the second law of thermodynamics.
Would you say this ties in nicely with the implications of certain interpretations of quantum physics, which suggest that the physical world is a result of conscious observation and not the other way around?