sidequest | a creative studio at the crossroads of sport, culture, + storytelling

Renowned Formula 1 driver Charles Leclerc, filmmaker Antoine Truchet, and brand strategist Nicolas Jayr have founded SIDEQUEST: a new creative studio designed to craft stories that resonate far beyond the surface. “This isn’t about me as a brand. It’s about what we can build creatively, together,” explains Leclerc, co-founder of SIDEQUEST. “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.”

SIDEQUEST challenges traditional creative models. Rooted in Europe and open to the world, the studio helps brands, creators, and talent reveal their true identity through original ideas and authentic storytelling. The project grew out of Charles’s creative explorations off the track—spanning music, fashion, and content—and now takes shape as a collaborative space led by a trusted team who has long shared that journey.

“We’ve worked closely for years, and now we’re building something that extends beyond just Charles,” says Antoine Truchet about the joint effort and launch. “I’ve always been drawn to stories that move, in every sense of the word: movement, adrenaline, emotion. That’s the world I come from, and what I try to bring into every image I make. SIDEQUEST is where we apply that same instinct to help others shape their narratives – visually, emotionally, and truthfully. It’s about bringing emotion into sport, honesty into visuals, and to help people shape narratives that feel true to them.”

From fashion houses to sports platforms, from original formats to athlete-led collaborations, SIDEQUEST creates narratives with depth and conviction. With bases in Monaco and Amsterdam, the studio combines a distinctly European sensibility with global reach. At its core, SIDEQUEST is creator-led: human, collaborative, and culturally aware. Rather than putting celebrity at the center, it acts as a behind-the-scenes engine powered by people who have operated at the highest levels of sport, storytelling, and brand-building.

The studio operates through a trusted network of collaborators across film, photography, fashion, design, and music — building bespoke teams for every project. Speaking further on that ethos, Leclerc states, “I’ve always been curious beyond the track… Making music, launching an ice cream brand, exploring fashion and creating content. My fans often comment on my ‘side quests,’ and honestly, I take that as a compliment. These aren’t distractions, they’re part of how I think, express myself, and create. Over time, I’ve become increasingly curious and intentional about how things are made: the emotion, the detail, the story. SIDEQUEST is a way to bring that mindset to life and to share it with others.”

Learn more about SIDEQUEST at sidequest.info.