Biography

With two decades straddling creative practice and academics, Dr. Khairulwafi Mamat @ Abdul Majid provides a strategist’s vision to how tales drive markets and change behavior. He holds a B.Ed. (Hons.) in Visual Communication from Universiti Pendidikan Sultan Idris (2009), an M.A. in Art & Design (Visual Communication & New Media) from UiTM (2012), and a PhD in Art & Design (2022), where his thesis unpacked the visual syntax of PETRONAS thematic TVCs on how gesture, graphic style, and narrative reception influence audience response. A former Senior Lecturer at Universiti Kebangsaan Malaysia (2022–2024), he planned and presented core courses from Media Entrepreneurship to Broadcast & Documentary Features, oversaw postgraduate research to completion, chaired proposal defenses, and served at MENTION 2023 as committee.

His leadership and teaching combine creative direction with audience insights based on evidence. He was previously Head of Screen Studies at Universiti Malaysia Kelantan (2020–2021) and Universiti Pendidikan Sultan Idris (2013–2019). His peer-reviewed publications include studies on the function of thematic advertising in fostering social cohesion and Jurnal Komunikasi (2023).

In the industry, Wafi gained experience in integrated ATL/BTL campaigns, screenplay, and storyboarding while working on a few productions. He went on to write the corporate video for the National Metrology Institute of Malaysia and the official video for The Datai. Supported by Adobe Certified Associate certifications, his creative toolkit includes production pipelines, insight mining, story framing, and creative briefs. He approaches each brief as a live pitch in the classroom, where students develop brand platforms, test concepts against customer journeys, and create attention-grabbing content prototypes. His supervised graduates learn to decipher culture as a market signal while tackling genuine KPIs like conversion, behavioural intent, and brand lift. He will demonstrate to you how thorough research and deft craft translate into campaigns that move if you're prepared to turn ideas into influence.

Research Interest

Media and Communication, Media and Behavioural Change, Audience Behaviour, Advertising and Behavioural Change, Advertising Design, Psychology of Advertising, Advertising Analysis

Educational Background

• Doctor of Philosophy Art & Design (Advertising) 2022, Universiti Teknologi MARA

• Master of Art & Design (Visual Communication & New Media) 2012, Universiti Teknologi MARA

• Bachelor of Education Visual Communication & Performing Art (Minor) 2009, Universiti Pendidikan Sultan Idris

Working Experience

• Universiti Pendidikan Sultan Idris 2013-2019

• Universiti Malaysia Kelantan 2021-2022

• Universiti Kebangsaan Malaysia 2023-2024

Representative Publications

• Lead Researcher for World Kite Festival Pasir Gudang Johor

Honors / Awards

• Adobe Certified Associate