Since digital media work in a production value format, everything that resists translation into an informational message format presents a radical problem for them. One of these problems is smell transmission. In media, odor is a sign of success, a condition of attention and a guarantee of recognition, but it refers from one thing to another, from one notion to another, it does not develop a deep dimension of things like in ancient rituals (from cooking to burning the dead). In ancient cults, smell is a condition of metaphysical sensitivity: openness to the experience of what is unimaginable and inexpressible, which does not fit in one message or in one image. In modern media, the metaphysical dimension of things can either disappear along with smell, or return on a new technical basis, provided that digital media are able to work in the production of presence. So far, smell is estimated as a suspicious phenomenon, destroying any unity and any communication. Even advertising images of smell speak of the myste