Racing Driver Charles Leclerc Maneuvers Across Lanes in Unconventional Ways During Studio Detour
New Creative Studio Sidequest Launches with High-Profile Clients
Sidequest, a fresh and innovative creative studio, has officially launched its operations with a roster of prestigious clients. The studio was founded by Formula 1 driver Charles Leclerc, filmmaker Antoine Truchet, and brand strategist Nicolas Jayr, bringing together their respective expertise in sports, film, and marketing.
Charles Leclerc, known for his successful Formula 1 career with eight Grands Prix wins, including the last two during the 2024 season in Monaco and Italy, has been a driving force behind the studio's inception. However, Leclerc clarified that Sidequest isn't about promoting himself as a brand, but rather about fostering creativity and collaboration.
The studio's clientele includes big names such as Nike, Google, Diageo, and CoverMyMeds, which were already on board at Sidequest's founding. Notably, some of the clients attached to Sidequest at launch include LEC (Charles Leclerc's ice cream brand), Chivas Regal (a whiskey maker), and APM Monaco (a jewelry brand).
Nicolas Jayr, with 15 years of experience as a brand strategist, has worked with prominent entities like Wieden+Kennedy, BBH, Formula 1, and Race Service. He has also been closely working with Charles Leclerc for years, which has undoubtedly contributed to the studio's successful start.
Antoine Truchet, known for his work on the 2017 short They Can No Longer Hurt Me and the 2016 short Home, brings a unique perspective to Sidequest. As a filmmaker, he is drawn to stories that move in every sense of the word, and this passion is reflected in the studio's approach.
Sidequest's strategy is rooted in sport, culture, and authenticity, setting it apart from other creative studios. The studio focuses on narrative craft rather than celebrity angling, helping brands, creators, and talent grow their influence beyond their primary discipline.
The studio's distinct European sensibility is a key aspect of its global ambition. This week, an activation involving these clients went live, marking the beginning of Sidequest's journey in the creative industry.
With its experienced team and unique approach, Sidequest is poised to make a significant impact in the world of creative marketing.
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