<![CDATA[The urgency of this research lies in the urgent need for the use of interactive media in elementary school learning that is able to optimize students' critical and creative thinking skills as a provision to face the challenges of 21st century learning. The purpose of this study is to analyze the implementation and impact of the effectiveness of interactive media to optimize the critical and creative thinking of elementary school students. This study uses a qualitative method with a case study approach. The sample used was determined by purposive sampling consisting of school principals and teachers as respondents as many as 8 respondents. Data collection techniques with interview and observation guidelines. Qualitative data validity tests include credibility, transferability, dependability and confirmability tests. Data analysis was carried out using qualitative descriptive, namely data reduction, data presentation and conclusions. . The results of this study show that the results of the study reveal that interactive learning media runs effectively in the learning process, the interactive media used by teachers, such as learning videos, animations, digital quizzes, and educational applications, are proven to be able to increase student attention, focus, and involvement during the learning process. This media makes the learning atmosphere more interesting, fun, and not monotonous, thus helping students understand the material more quickly and deeply. There are obstacles that affect the optimization of interactive media, such as limited technological facilities, electricity and internet constraints, uneven teachers' technological abilities, and limited learning time. In addition, the difference in students' ability to understand technology-based learning is also a challenge for teachers.]]>
