Students' creative thinking ability is essential to be developed in Mathematics because it can help students solve everyday life problems. This study aimed to determine the impact of the Posing-Exposing-Doing-Evaluating (PEDE) Productive Failure model on developing students' creative thinking ability in mathematics in the new normal. The study was conducted at Diplahan National High School of the Division of Zamboanga Sibugay to Grade-11 students enrolled for the school year 2020-2021. The study employed a quasi-experimental pretest-posttest control group design. The experimental group was exposed to PEDE Productive Failure Model and the control group was exposed to the Conventional Method. Multiple solution tasks were used to measure students' level of creative thinking ability. A teacher-made test composed of 4-item open-ended questions with a rubric scale that measures mathematical creative thinking ability was the main instrument used in the study. The mean, standard deviation, and the analysis of covariance (ANCOVA) were used to analyze the data collected. The analysis revealed that students exposed to PEDE Productive Failure Model performed significantly better in terms of creative thinking ability posttest score. Researchers recommend that Mathematics teachers may use PEDE Productive Failure as a modular learning approach in the new normal to develop creative thinking ability in Mathematics. Teachers might also incorporate activities into their Mathematics modules that demand students to present various clearly defined solutions to foster students' creative potential.