Sidequest, a new creative studio, was launched on Friday by F1 driver Charles Leclerc, filmmaker Antoine Truchet, and brand strategist Nicolas Jayr.  Sidequest helps brands, creators, and talent grow their influence beyond their primary discipline through strategic insight, storytelling, and execution rooted in sport, culture, and authenticity.

“This isn’t about me as a brand. It’s about what we can build creatively, together,” said Leclerc. “I’ve always seen creativity as a way to explore different parts of who I am. Sidequest lets us do that—not just for me, but for others too.”

“We’ve worked closely for years, and now we’re building something that extends beyond just Charles,” added Truchet. “I’ve always been drawn to stories that move, in every sense of the word: movement, adrenaline, emotion.”

Some of the clients attached to Sidequest at launch include Leclerc’s ice cream brand LEC, whiskey maker Chivas Regal, and jewelry brand APM Monaco, with an activation that went live this week.

Sidequest aims to separate itself from other creative studios with a distinct European sensibility attached to its global ambition, focusing on narrative craft as opposed to celebrity angling. “What sets us apart is the blend of perspectives behind it: an elite athlete, a talented filmmaker and photographer, and a seasoned agency and marketing expert, each bringing a different lens, all aligned on the power of craft and the limitless possibilities of creativity,” said Jayr.

Leclerc has won eight Formula 1 Grands Prix in his career, with the last two during the 2024 season in Monaco and Italy. Truchet is known for his work on the 2017 short They Can No Longer Hurt Me and the 2016 short Home. 

Meanwhile, Jayr boasts 15 years of experience as a brand strategist, having worked with Wieden+Kennedy and BBH with clients including Nike, Google, and Diageo. He also led brand marketing at Formula 1 during its Liberty-era transformation and led global partnerships at Race Service.