Charles Leclerc has launched SIDEQUEST, a new project created in collaboration with Alongside photographer-filmmaker Antoine Truchet and brand strategist Nicolas Jayr.
In addition to his Formula 1 career, Charles Leclerc has been venturing into entrepreneurship for several years.
The Monegasque driver launched his ice cream brand, "LEC," in April of last year alongside Federico Grom and Guido Martinetti, the founders of the well-known GROM gelato chain.
Now, the Ferrari driver has embarked on a new entrepreneurial venture, this time teaming up with Alongside photographer-filmmaker Antoine Truchet and brand strategist Nicolas Jayr on a completely different project, once again entirely separate from the world of racing.
Leclerc embarks on a new project
The chosen name is SIDEQUEST, carefully selected with his fans in mind. It’s a creative studio that blends storytelling, interactive media, and digital experiences, focusing on producing immersive content that merges elements of gaming, design, and innovation.
“My fans often comment on my ‘side quests,’ and honestly, I take that as a compliment," Leclerc said about the new project.
"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.”
Truchet added: “We’ve been collaborating for the last couple of years together alongside with Charles. And it’s actually been a bit of a dream of us for the last years to kind of create a space where sports, creativity and culture kind of intersect.''
"Athletes like Charles, they live incredible lives… a lot of stuff going on outside of competition. So we really wanted to create a little space where we can turn all of their sidequests into stories.''
"We’re all kind of complimentary. Charles brings the athlete’s instinct, I’m the filmmaker, Nic is more on the brand strategy and business side. So we're all very different, and I think that's what makes SIDEQUEST very unique."
Finally, Jayr added: “Authenticity is really important, whether it’s for athletes or whether it’s for brands. The nature of advertising in my eyes is about taking a leap… you have to tap into culture or into people’s emotions to connect, and so you’re naturally getting slightly out of your comfort zone. Making those connections, trying to understand the person you’re talking to, that’s essential.”
"We see SIDEQUEST to be quite an open-ended canvas, like we don’t want to narrow ourselves down to being just a sports agency or being just about athletes, like it really is a canvas to let us have fun.''
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