Current crowdsourcing workflows comprise of discrete tasks that guide the crowd towards predetermined goals. However, this approach is ill-suited towards supporting massively collaborative open-ended creative work, which often involves an exploration of possible end results and revision of creative goals. However, adapting expert creative practice into social computing and crowdsourcing environments can enable the web to collaborate at scale on complex creative goals, such as writing short fiction stories. In this talk, I'll describe four projects through which I'm exploring this approach -- the first two projects look at how to design creative collaboration tools around a core expert practice, while the other two projects look at how we can make expert examples of creative work accessible sources of strategies to scaffold novices' individual creative work.