F1’S CHARLES LECLERC LAUNCHES A CREATIVE STUDIO ‘SIDEQUEST’

Charles Leclerc is best known for racing at over 300 km/h, but his ambitions go far beyond the Formula 1 track. Together with filmmaker Antoine Truchet and brand strategist Nicolas Jayr, he has launched SIDEQUEST — a creative studio that puts sport, culture, and storytelling on the same grid.

“This isn’t about me as a brand. It’s about what we can build creatively, together,” Leclerc explains. Over the years, his “side quests,” ranging from music and fashion to food, have revealed a restless curiosity and a drive to create. SIDEQUEST takes that spirit and turns it into a platform for others.

The three founders bring very different but complementary perspectives. Truchet, whose lens has helped shape the visual language of Formula 1, brings a focus on movement and emotion. “I’ve always been drawn to stories that move, in every sense of the word,” he explains. “SIDEQUEST is where we apply that same instinct to help others shape their narratives — visually, emotionally, and truthfully.”

On the other hand, Jayr’s career spans agencies like Wieden+Kennedy and BBH as well as Formula 1 itself, and adds a strategist’s edge. “What sets us apart is the blend of perspectives: an elite athlete, a filmmaker and photographer, and a seasoned brand expert — each bringing a different lens, all aligned on the power of craft and the possibilities of creativity.”

Based between Monaco and Amsterdam, SIDEQUEST works with teams across film, design, fashion, photography, and music. The goal is simple: projects that feel authentic, and stories that connect on a cultural level.

Leclerc sees it as a natural extension of how he lives. “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. SIDEQUEST is a way to bring that mindset to life and to share it with others.”