A CREATIVE STUDIO
FOR THOSE WHO
MOVE CULTURE
FROM THE INSIDE OUT.
Founded by Charles Leclerc, Antoine Truchet and Nicolas Jayr
WHERE SPORT, CULTURE, AND STORYTELLIng, MEET.
Our Services:
Content Production
Creative Strategy
Brand Partnerships
Campaigns & Storytelling
Cultural Consulting
Graphic Design
INTRODUCING SIDEQUESt
Formula 1 driver Charles Leclerc, photographer & filmmaker Antoine Truchet, and brand strategist Nicolas Jayr have launched SIDEQUEST - a new kind of creative studio that brings together sport, culture, and craft to tell stories with lasting impact.
SIDEQUEST operates at the edge of traditional creative models: a European-rooted, globally focused studio that helps brands, creators, and talent express who they really are through compelling storytelling and original ideas. Born from Charles’s longstanding creative collaborations off-track, from music to fashion to content, SIDEQUEST reflects the inner world of an athlete-turned-founder stepping into a genuine creative role, alongside the trusted team that’s helped shape his universe.
MEET THE FOUNDERS
SIDEQUEST is driven by a creator-first mindset: human, culturally intelligent, and deeply collaborative. It’s not a front-facing studio powered by celebrity; it’s a behind-the-scenes engine led by creators and partners who’ve worked at the highest levels of sport, storytelling, and brand building.
From fashion brands to sports platforms, from original formats to athlete collaborations, SIDEQUEST creates narratives that move with conviction - not just surface gloss. And with a presence spanning Monaco and Amsterdam, the studio brings a distinct European sensibility with global ambition.
CHARLES LECLERC
CO-FOUNDER
ATHLETE & ENTREPRENEUR
Charles is best known as one of the most talented drivers of his generation, but his creative world stretches far beyond the track. A modern-day polymath with an artistic sensibility, Charles has emerged as part of a new wave of athletes who see creativity not as a side project, but as a vital form of self-expression.
From composing music to launching fashion collaborations and an ice cream brand, Charles has consistently followed his curiosity, exploring identity, emotion, and culture through multiple creative lenses. With a sharp eye, hands-on instincts, and years of experience in front of the camera, he understands the power of storytelling not just to connect, but to shape how people see and feel.
SIDEQUEST is an evolution of that mindset, a studio built not around his name, but around an idea: that creative work can be smarter, deeper, and more meaningful when it’s built from the inside out. Alongside longtime collaborators Antoine Truchet and Nicolas Jayr, Charles co-founded SIDEQUEST to help others just do that: turning ideas into content, campaigns, and cultural moments that matter.
Charles Leclerc
Co-Founder, SIDEQUEST
« Creativity, for me, is curiosity.
Every sidequest I’ve explored has shown me new sides of myself. With SIDEQUEST, we want to open those doors to others, too.»
Antoine truchet
CO-FOUNDER / CCO
PHOTOGRAPHER & FILMMAKER
Antoine is a filmmaker and photographer at the forefront of a new generation of content creators; one shaped by the digital era, driven by craft, and fluent in the language of sport, culture, and motion. Based in Monaco, originally from Geneva and having grown up in Indonesia, Antoine brings a global sensibility and a restless, creative energy to every project he touches.
With roots in action sports and a sharp eye for adrenaline-fueled environments, what started with a love for action sports and self-taught skills has grown into a career that spans continents and collaborations, most notably his ongoing work with Charles Leclerc and Scuderia Ferrari. Antoine’s images have helped shape Charles’s creative universe and pushed the aesthetic of F1 content into new territory: more intimate, more cinematic, and more culturally resonant.
His approach blends precision with instinct: capturing the essential while always looking for something more: a different angle, a fleeting emotion, a cinematic composition that tells a deeper story. Whether documenting a high-pressure race weekend or developing an original visual concept, Antoine moves seamlessly between formats, styles, and roles, from on-the-ground shooter to creative director.
As co-founder of SIDEQUEST, Antoine applies that same mindset to help other creators, athletes, and brands tell stories that aren’t just seen, but felt. Unafraid to challenge conventions or blur genres, he sees the studio as a space for creative freedom, craft, and exploration.
Antoine Truchet
Co-Founder, SIDEQUEST
« I’VE ALWAYS CHASED THE HUMAN SIDE OF SPORT, THE EMOTIONS THAT MAKE AN ATHLETE RELATABLE. WITH SIDEQUEST, WE BRING THAT HONESTY INTO EVERY FRAME, WITH AN EYE FOR DETAIL, AN ELEVATED AESTHETIC, AND A BELIEF THAT AUTHENTICITY IS WHAT MAKES STORIES UNFORGETTABLE.»
NICOLAS JAYR
CO-FOUNDER / CEO
BRAND STRATEGIST
Nicolas Jayr is a brand strategist with 15 years of experience across sport, entertainment, and creative industries, spanning both agency and client sides. A bold, creative spirit who never takes no for an answer, he’s known for pushing boundaries, challenging convention, and turning ambitious ideas into reality.
His career has taken him through roles as marketer, account handler, executive producer, and brand strategist, a Swiss-knife skill set that lets him navigate the full spectrum of creative storytelling. He’s worked with global brands at Wieden+Kennedy and BBH (Nike, Google, Diageo), led brand marketing at Formula 1 during its Liberty-era transformation, and most recently helped build the European outpost of creative agency Race Service, leading its global partnerships.
For the past three years, Nicolas has played a key role in shaping Charles Leclerc’s off-track brand world, a collaboration that sparked the idea for SIDEQUEST. Launching his own creative studio has long been a personal ambition, doing it alongside two of the most creative and talented people he knows was the natural next step. Born in France and shaped by two decades living across European cities from Barcelona, Geneva, London, and Amsterdam, he brings an international outlook, curiosity-fuelled thinking, and an unshakable belief that the most meaningful work starts from the inside out.
Nicolas Jayr
Co-Founder, SIDEQUEST
« What sets us apart is the blend of perspectives behind it: an elite athlete, a talented filmmaker and photographer, and an experienced brand strategist; each bringing a different lens, united by the power of craft and the limitless possibilities of creativity. »
Contact us.
hello@sidequest.info
Sidequest & Co. B.V.
KNSM-Laan 171
Amsterdam, 1019 LC
SIDEQUEST & Co. B.V. | KvK Number : 868025033 | VAT Number : NL868025033B01 | Registered in the Netherlands.