We analyze the theories and concepts of creativity and creative potential. We discuss the personal characteristics that will contribute to malevolent creativity that causes harm to other people. Features of the socially-creative person are given: informal leadership; high values ​​of emotional intelligence, cognitive and affective empathy and the search for novelty; low level of dependence on remuneration; flexible moral boundaries; Machiavellianism, the ability to manipulate others to achieve their own goals; a reasonable combination of selfishness and altruism. Approaches to understanding the creative potential and assessment of its components are considered, as well as personal and situational characteristics that promote the realization of creative potential for harming other people. As for personal characteristics that contribute to the realization of creative potential in deviant behavior, hostility and emotional intelligence are allocated for further research. Based on the theory of creative deviance by C. Mainemelis, we proposed complex model of creativity and deviance. The model combines such parameters as creative potential, characteristics of the performers, purpose, conditions and ways to achieve the goal, the result. The model takes into consideration the modality of the objectives, methods and results of the creative process, and the target of harm. The specifics of the model is that it can be used for analysis and study of antisocial creativity of individuals and groups. Within the model there are 4 kinds of creativity. We defined them "deviant creativity", "anti-social/asocial creativity", "negative creativity" and "creative deviance".