Big Towel - “Sweat It Out”

Sweat It Out is a playful, gently surreal sauna fever-dream brand film for local sauna destination Big Towel. The film was brought to life by a tightly knit community of filmmakers, artists, and steam obsessives. Less a traditional campaign than a communal act, the film treats sweat as a shared language. No optimization, no self-care platitudes. Just bodies, heat, and the quiet power of showing up.

Cinematic in look and celebratory in spirit, the film reflects the people who made it before the people who appear in it. The on-screen talent feels like an extension of the crew itself. Friends, collaborators, neighbors, all stepping into the steam.