Dr. Ahmad Rafi is an architect and a Professor in the Faculty of Creative Multimedia at Multimedia University (MMU), Malaysia. He is currently the Vice President (Academic), MMU. He is also the Deputy Chairman 2, Creative Content Industry Guild (CCIG), Malaysia and certified Multimedia Professional by CCIG. He was the Dean of Institute for Postgraduate Studies, MMU (2013 – 2014). He was the Deputy Rector of Academic Affairs at the National Academy of Arts, Culture and Heritage (ASWARA), a university under the Ministry of Information, Communication and Culture, Malaysia (2010 – 2012). He obtained a Bachelor degree in Architecture (BArch., Honours), Master of Science in Computer-Aided Building Design (MSc. in CABD) and Ph.D. in the area of architectural animation and virtual reality from the University of Strathclyde, Glasgow, Scotland, UK in 1998. He was the Dean of Faculty of Creative Multimedia, Chairman of Centre for Interpretation and Expression (CIE) (2000 – 2006) and Director of Research and Development (R&D) Collaborations (2008 – 2009), MMU. He is also the chairman of Creative Content Industry Recognition Framework (CCIRF), CCIG. His research includes virtual reality, virtual heritage, 3D animation, architectural visualisation, educational technology, and multimedia. He has published more than 100 internationally multi-disciplinary refereed conference papers, journal articles and books. He also contributes in several local and international reviewing committees including guest editor and reviewer for Automation in Construction International Research Journal, Open House International Journal, International Journal of Educational Technology and Society, International Journal of Computer Games Technology, International Journal of Engineering Education, CAADRIA (Asia & Australasia), CAAD Futures, eCAADe (Europe), G-CAD (USA), CyberGames International Conference (Australia), international research panel for King Fahd University of Petroleum and Minerals (Saudi Arabia), e‐Content Fund, e-Science Fund, Techno Fund, InnoFund and Creative Industry Life-long Learning (CILL) Programme (Ministry of Science, Technology and Innovation - MOSTI, Malaysia), Multimedia Grant Scheme (MGS) (Malaysia), Bumiputera Content Industry Initiative Fund (BCi2) Fund (Malaysia), Fundamental and Exploratory Research Grants (FRGS and ERGS), and Higher Institution Centre of Excellence (HiCOE) (Ministry of Education – MoE, Malaysia), Malaysian Examinations Council (Chair for ICT) and to name a few. He has pioneered into the development of Bachelor, Master of Multimedia and Ph.D. degree programmes in the country targeted for producing world-class ‘content developers’ in the Multimedia Super Corridor (MSC), Malaysia over the last 16 years.