Sidequest, a brand new inventive studio, was launched on Friday by F1 driver Charles Leclerc, filmmaker Antoine Truchet, and model strategist Nicolas Jayr. Sidequest helps manufacturers, creators, and expertise develop their affect past their main self-discipline by way of strategic perception, storytelling, and execution rooted in sport, tradition, and authenticity.
“This isn’t about me as a model. It’s about what we are able to construct creatively, collectively,” stated Leclerc. “I’ve all the time seen creativity as a strategy to discover completely different components of who I’m. Sidequest lets us try this—not only for me, however for others too.”
“We’ve labored carefully for years, and now we’re constructing one thing that extends past simply Charles,” added Truchet. “I’ve all the time been drawn to tales that transfer, in each sense of the phrase: motion, adrenaline, emotion.”
Among the purchasers hooked up to Sidequest at launch embody Leclerc’s ice cream model LEC, whiskey maker Chivas Regal, and jewellery model APM Monaco, with an activation that went stay this week.
Sidequest goals to separate itself from different inventive studios with a definite European sensibility hooked up to its international ambition, specializing in narrative craft versus celeb angling. “What units us aside is the mix of views behind it: an elite athlete, a proficient filmmaker and photographer, and a seasoned company and advertising knowledgeable, every bringing a unique lens, all aligned on the ability of craft and the limitless potentialities of creativity,” stated Jayr.
Leclerc has received eight System 1 Grands Prix in his profession, with the final two in the course of the 2024 season in Monaco and Italy. Truchet is understood for his work on the 2017 brief They Can No Longer Harm Me and the 2016 brief Residence.
In the meantime, Jayr boasts 15 years of expertise as a model strategist, having labored with Wieden+Kennedy and BBH with purchasers together with Nike, Google, and Diageo. He additionally led model advertising at System 1 throughout its Liberty-era transformation and led international partnerships at Race Service.
