Ever thought that The GC and graphic design would make the perfect pairing? Probably not. But sometimes the most unexpected collaborations turn out to be the most iconic.
That’s exactly the thinking behind Canva’s latest UK campaign, which sees reality TV favourite Gemma Collins step into the role of UK Creative Director in a tongue-in-cheek, fly-on-the-wall mockumentary.
Gemma Collins Joins Canva as UK Creative Director
The campaign follows Gemma’s first day on the job, charting her creative director debut in all its larger-than-life glory. It’s playful, self-aware and cleverly produced – but underneath the humour sits a clear message: iconic ideas, personality and culture can all be transformed into powerful design with the right tools.
Blurring the line between fiction and reality, the mockumentary is designed to spark conversation and cultural cut-through. Gemma brings her unapologetically bold, unmistakably British energy straight into Canva’s creative world, creating a contrast that feels both chaotic and completely intentional.
Introducing ‘ChatGC’ – Canva’s New AI Feature
At the centre of the campaign is the launch of a new AI-powered feature, brilliantly named ‘ChatGC’. The tool transforms user-written text into Gemma Collins’ instantly recognisable tone of voice – adding a dose of confidence, drama and GC glamour to everyday content.
It’s a smart, culturally aware way to showcase Canva’s AI capabilities while keeping the campaign entertaining and highly shareable.
As Gemma explains:
“I’ve always been a designer of my own destiny, and now I’m here to help everyone else do the same. Canva is all about empowering people to design, and I’m all about empowering people to be ICONIC. People have good ideas – they just need tools that are easy to use and help them feel confident bringing those ideas to life. That’s what Canva does so brilliantly.”
A Mockumentary With Proper Personality
Filmed in a deliberately stripped-back, almost documentary-style way, the hero video fully embraces the mockumentary format. Rather than polished corporate visuals, viewers see knowing glances, awkward silences and candid reactions.
The humour comes from the collision of two very different energies: Canva’s calm, collaborative meeting-room culture and Gemma’s straight-talking, larger-than-life approach. It feels unscripted, slightly chaotic and entirely entertaining – which is precisely why it works.
The LinkedIn Teaser That Got People Talking
Before the official reveal, the campaign quietly stirred intrigue on LinkedIn. Gemma appeared with an unexpected #OpenToWork badge and a cryptic post teasing her “next big move”.
There was no immediate explanation. No obvious brand tie-in. Just enough ambiguity to get people speculating.
Rather than over-explaining, Canva allowed the moment to build organically. The brand even joined the conversation in the comments, fuelling discussion and letting audiences connect the dots themselves. It was a social-first move that trusted curiosity to do the heavy lifting.
As Lachlan Stewart, Head of Social at Canva, put it:
“We wanted to create a moment that felt native to culture, not like a campaign reveal. Social isn’t always about explaining – it’s about sparking curiosity. By letting Gemma’s LinkedIn moment live without context, we gave people something to talk about, speculate on and share. The buzz came from not saying too much – and trusting the audience to lean in.”
Championing British Humour and Creative Confidence
At its core, the campaign champions British humour, confidence and creativity. It proves that great design doesn’t have to feel corporate, intimidating or exclusive.
By placing a pop culture icon at the centre of an AI-driven feature launch, Canva reinforces its wider mission: empowering everyone to turn big ideas into bold, professional-looking content.
And if those ideas come with a little GC sparkle? Even better.
