Milano • Palermo
7-9 May 2026
Superstudio Village

Milano
7-9 May 2026
Superstudio Village

Milano
7-9 May 2026

Tickets

Speakers & content

digital design days milano 2026

Enjoy inspirational talks by world-renowned creative minds and business visionaries, along with workshops and masterclasses led by industry leaders and renowned experts.

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Paolo Petrillo & Joe Sauer Media dressing / EmotiSphere

Sound Architect and Founder / Founder and Global Neuroscience Expert

the speakers

Paolo Petrillo is Sound Architect and Founder of Media Dressing. Born 1975, DJ since 1995, graduated as Architect in Genoa 2006. Strategic mind behind Media Dressing, Paolo specializes in resolving "communicative arrhythmias" by designing high-end sonic ecosystems bridging brand architecture and emotional resonance. His work transforms sound into tangible corporate asset, ensuring brand's "Beat" (primordial pulse of identity) is discovered, protected, and activated for maximum impact across all touchpoints.

Professional trajectory evolved from DJ and entertainment to strategic study of sound as identity element and immersive tool guiding emotions and perceptions. Media Dressing provides sound branding consultancy to companies worldwide, plus multimedia set design for corporate events across Italy, Monaco, Spain, France, Greece, Cyprus, Morocco, Dominican Republic. Background includes architecture, combining spatial thinking with sonic design to create comprehensive brand experiences. Believes every event represents challenge requiring constant innovation, approaching sound not as decorative element but strategic architecture of behavior and brand patrimony.

Joe Sauer is global authority on how emotion influences consumer decision-making, memory, and behavior. Founder of EmotiSphere Insights with over 20 years experience applying neuroscience, psychology, and marketing analytics to help brands understand subconscious impact of communications, particularly audio.

Pioneered adaptation of Implicit Association Test (IAT) to measure emotional response to sonic branding and music in advertising, enabling organizations to evaluate how branded audio assets shape perception, recall, and preference. Award-winning work recognized for scientific rigor, practical relevance, and strategic value. Winner 19th annual EXPLOR Award for work with Man Made Music and Nissan developing sounds for electric vehicle fleet. Previously EVP Marketing at Songtradr (world's largest B2B music company), Director roles at Sentient Decision Science where he built and commercialized proprietary patented Sonic Pulse® product forecasting consumer response to sonic branding. MBA from McGill University. Research shows audio accounts for 45-65% of overall behavioral impact in traditional TV advertising, yet just 4% of advertising budgets spent on music, dialogue, sonic logos—revealing massive opportunity for brands prioritizing sound strategically.

the studio

Media Dressing is Italian Experience Design Company treating sound as strategic financial and emotional asset. Moving beyond traditional audio production, firm resolves communicative arrhythmias by identifying and governing brand's "Beat" (primordial pulse) and activating coherent Sonic Intention across complex brand ecosystems.

Through proprietary methodology, Media Dressing provides global brands with structured Masterplan transforming invisible vibrations into measurable brand equity and long-term patrimonial value. Services include sound branding consultancy, multimedia set design for corporate events, and Audiodress sonorization service optimizing speech delivery at corporate events. Based in Italy, operates internationally across Europe, Middle East, Americas. Works with prestigious Italian fashion excellences including Vitale Barberis Canonico (360th anniversary celebration), Guber Banca, Ponzio, and others. Mission: exceed client expectations providing high-quality service with experienced personnel. Vision: each project represents new challenge transcending past experience.

EmotiSphere Insights is neuro-analytics consultancy specialized in quantifying subconscious drivers of consumer behavior. Firm globally recognized for pioneering adaptation of Implicit Association Test (IAT) to measure emotional responses to sonic branding and music.

With over 20 years expertise at intersection of neuroscience and marketing, EmotiSphere provides scientific validation for audio assets, measuring impact on brand preference and long-term memory encoding. Awarded for innovation by CRC and ESOMAR. Company helps organizations understand not just what people say, but what they truly feel and remember, transforming psychological insights into measurable business results. Founded by audio research pioneer Joe Sauer, team of award-winning marketers and passionate storytellers blend science with creativity, delivering insights shaping marketing strategies for Fortune 500 companies and ambitious scale-ups. Goes deeper than traditional self-reports, using implicit association testing tailored specifically for audio stimulus, uncovering subconscious emotional responses other methods miss. Delivers insights more authentic, actionable, and precise, helping brands connect consumer emotions to actions, de-risk changes to brand identity, and align brand voice with values.

the talk

Sound Effects Italy: Measuring Sonic Equity in the Italian Market

LANGUAGE: ENGLISH

Can sound influence consumer decisions without conscious awareness? Joe Sauer presents findings of "Sound Effects: Italy" report, in-depth neuroscientific study on Italian sonic branding landscape. Utilizing Implicit Association Test (IAT) with 95% confidence interval, Sauer quantifies how sonic logos impact emotional appeal and cultural positioning of Italian brands.

Introduced and moderated by Sound Architect Paolo Petrillo (Media Dressing), session provides scientific evidence that governing brand's "Beat" is financial necessity, moving beyond creative intuition to measurable Sonic Equity. Why does global musical superpower like Italy often treat sound as decorative accessory rather than proprietary asset? Paolo explores how neuroscientific methodologies reveal hidden influence of sound on consumer behavior, demonstrating how governing brand's "Beat" resolves communicative arrhythmias. Together, they examine transformation of sound from mere background element into measurable driver of brand equity and long-term patrimonial value. For brand managers, marketers, and creative directors seeking data-driven approach to sonic branding, this session reveals gap between Italy's musical heritage and its corporate application of sound, offering actionable framework for building measurable sonic assets that drive business results through emotional resonance and subconscious brand preference.