Overview

• Leclerc cofounded Sidequest with filmmaker-photographer Antoine Truchet and brand strategist Nicolas Jayr, establishing bases in Monaco and Amsterdam.
• At launch, the studio lists client work with Chivas Regal, APM Monaco and Leclerc’s ice cream brand LEC, with an APM activation live this week.
• Sidequest positions itself at the intersection of sport and culture, emphasizing narrative craft over celebrity branding and a distinctly European sensibility.
• The team plans to experiment across formats including physical experiences, analog projects, documentaries and publishing rather than stick to a single formula.
• The venture formalizes years of collaboration that produced viral content, with reporting citing Leclerc’s growth from about 7 million to nearly 20 million Instagram followers and a YouTube channel surpassing 1.3 million subscribers.