General Strike operates at the frontier between screen, art and events. We create screen-based experiences that engage curiosity, challenge preconceptions and celebrate beauty in unexpected places. We also consult and collaborate on both domestic and international projects. We want General Strike projects, whether big or small, to create small moments of joy and ignite the imagination.
In a world where stories are everything, Laurence helped turn global brands such as Lonely Planet and Elite Models into cross-media storytelling organisations through the creation of their own TV shows, online video channels, editorial websites and social media.
A creative with sound commercial know-how, she executive produced TV shows that screened on channels such as National Geographic, Discovery, SBS and Eurosport. She was in fact the first producer worldwide to secure original commissions from US digital platforms Hulu and Al Gore's Current TV.
Laurence also has extensive experience in digital media - having launched one of the first video sharing sites in 2007 (lonelyplanet.tv) followed by the pioneering Milan-based online video platform Babelgum. She executive produced hundreds of online videos for platforms such as Vice, i-D, Hulu, Babelgum, Facebook Live and Youtube. She was made a Webby Award Honoree in 2011 with the web series ‘Freewheelers’ and her short viral animation ‘Oil Story’ won Best Commissioned Film at Animafest Zagreb 2012. 'Going Bush', a series she made with Cathy Freeman and Luke Carroll travelling across Aboriginal Australia, also won a Deadly Award.
More recently she staged large-scale fashion and music events across China and Europe for which she experimented with giant screens video.
In 2018 Laurence co-founded General Strike and pivoted to directing the films she produces. The first film she wrote, produced and directed was FREEMAN for the ABC TV: it was the most watched documentary of 2020 on Australian TV. For FREEMAN, Laurence received the Betty Roland Award for Scriptwriting at the 2021 NSW Premier Literary Awards as well as the 2021 Australian Directors Guild award for Best Direction in a Documentary one-hour.
"A sports documentary has completely overtaken the national consciousness... it’s a pop culture moment.” - Benjamin Law on Radio National on FREEMAN
Curious and creative Rachael is an arts and travel content specialist with over 15 years of cross-media experience with leading media brands including Flipboard, Lonely Planet Publications, Vogue Living, Wallpaper* Magazine and COLORS Magazine. Her experience encompasses print and book publishing, broadcast TV, online video, websites, social media and apps in roles ranging from researcher, journalist, scriptwriter, commissioning editor, producer and curator.
Rachael started her career as a freelance journalist focusing on travel, the arts & architecture. Her love of travel led her to write travel guides for Lonely Planet Publications including 'Lonely Planet Guide to Experimental Travel' that was translated into French and was reviewed in publications ranging from The Observer (UK) to ABC Radio (Australia) and Publishers Weekly (US).
An early adapter of what could be described as crowd-sourcing Rachael has collaborated with countless creatives, writers & filmmakers for some of her print and digital projects: in the process she has developed an unique, international curatorial expertise.
A content strategist with hands-on experience with digital communities, Rachael was Country Curator & Community Manager for Silicon-Valley smartphone app Flipboard, based in Paris.
As co-founder of General Strike, Rachael develops and write all the studio's content slate. Most recently she was Associate Producer and Script Editor on our award-winning documentary FREEMAN.
In the course of our working lives we have commissioned and produced content in absolutely every medium: television shows, web-series, print, publishing and online curation, we've also designed and launched websites and even managed digital communities.
We’ve made a host of travel programs featuring a diverse range of topics: from robot fighters in Tokyo and graffiti artists in Sao Paolo to sporty sheikhs in Qatar and sartorial cyclists in London’s East End. We’ve also documented the world's creative hotspots, writing about artist-run galleries in Melbourne, the fusion music scene in Istanbul and architecture in Singapore.
More recently we have ventured into events - from high fashion shows to gritty urban pop-ups. Working with international teams we've staged large-scale fashion & music shows in Lisbon, Shanghai and Milan and taken over NYC's Times Square's jumbo monitors to turn them into a giant art canvas. In Melbourne we've produced a suite of custom-designed large-scale films for Federation Square's new digital facade, some of them scored by live music acts.
Our latest film FREEMAN premiered in September 2020 on the ABC TV and became the most watched documentary of the year on Australian TV. Please take a look at our portfolio!
These are some of our new projects! Some are still in development so feel free to contact us for more information.
Get in touch at