Charles Leclerc is embarking on yet another side quest — the launch of his own creative studio.

Aptly named Sidequest as a nod to his outside Formula 1 ventures, the creative studio is being cofounded by Leclerc alongside photographer and filmmaker Antoine Truchet and veteran brand strategist Nicolas Jayr.

Sidequest said it was born out of Leclerc’s personal interest in off-the-track endeavors, which led to the creative studio’s launch — it encompasses the intersection of storytelling across sports and culture.

Trucet told WWD that Leclerc is a “modern Renaissance man” and “polymath” who expresses himself across various creative mediums. Thus far Leclerc has created a fashion collaboration with Ferrari Style, launched his own ice cream brand LEC, made and released classical piano music, signed with WME, been named a global brand ambassadorship for various brands and more.

“I’ve always seen creativity as a way to explore different parts of who I am,” said Leclerc. “Making music, launching an ice cream brand, exploring fashion and creating content. 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.”

Both Jayr and Trucet have been instrumental in shaping the personal brand and creative universe of Leclerc over the years. Trucet has been Leclerc’s personal photographer and filmmaker for his social media platforms and helped manage the drivers’ social media accounts. Jayr’s expertise lies in brand strategy; he’s previously worked at Wieden+Kennedy, BBH for Google and Nike, led brand marketing at Formula 1 from 2018 until 2021 and most recently led global partnerships at motorsports creative agency Race Service in Europe.

Based out of Monaco and Amsterdam, Sidequest said it will converge the worlds of brands and talent, such as athletes, to create authentic storytelling with long-lasting impact. Truchet explained that this creative studio will also enable athletes to express themselves beyond their sport — he pointed to Leclerc’s success off the track as proof of how athletes are today’s cultural leaders.

While content is an integral part of how people experience culture today, the studio said it’s open to exploring a variety of formats and not box itself into one set formula. Whether it’s physical experiences, analog formats, documentaries and publishing, Jayr and Trucet said they’re open to exploring with the freedom to experiment and push the boundaries of storytelling.

“Athletes live at the crossroad of three worlds: on-track, off-track and brand partnerships,” Jayr said in an interview. “Too often those three look and feel disconnected. With Charles, the focus has always been on weaving them together into something coherent, authentic and inspiring — that is truly and authentically him. That’s the same principle we now apply with Sidequest.”

The trio has built up relationships with top contacts across the film, design, photography, fashion, production and music spaces who will be tapped into when curating bespoke and tailored teams for each project; collaboration is at the core of the creative studio ethos. Thus far, Sidequest has already worked on campaigns for clients such as Chivas Regal, APM Monaco and LEC.

“Sidequest is about turning curiosity into images and stories that people can connect with visually and emotionally — not just the athlete as a performer, but as a human being,” continued Trucet. “It’s in those in-between moments — beyond the competition — where culture and sport really meet. And where we, as fans, can relate.”

Jayr said that the endeavour will allow young talent a chance and keep opening doors for new and diverse voices to collaborate with the studio.

“Today, with AI, social media and new tools, you see more and more talent who are self-taught but deeply skilled. We want to harness that energy: people who are obsessed with craft, storytelling and curiosity. We also carry the influence of Nike, Formula 1 and Race Service, where Antoine and I worked on early projects for Charles. Our experience has shaped our thinking, given us a creative community, and remains a genuine part of our story.”

While Formula 1 has been an integral part of all three of the cofounders’ worlds, Jayr said that they’re self-proclaimed “sport geeks” and just as passionate about football, basketball, tennis, and extreme sports. Pointing to how Formula 1 has exploded over the years and turning the drivers into cultural figures in their own right, the studio wants to bring that to other disciplines with brands that also share that ambition.

“We want to work with bold partners who are not afraid to own their vision, who care about details and who want to build something true to themselves, not chase trends or replicate what’s already out there,” said Trucet.

When discussing how the launch of Sidequest will impact Leclerc’s legacy and reach beyond Formula 1 and sports, Jayr noted that his legacy goes beyond trophies and Grand Prix wins — “it’s all about influence, creativity and the way you inspire people.”

The studio’s long-term goals are to build a space that empowers athletes, creators and brands to create projects that make a cultural mark, Jayr said. Trucet added that the studio’s overall mission is to honor “like-minded people’s different backgrounds and perspectives” and bring “honesty, humanity and beauty into how sports and culture is told.”