Mike Russell
McKinney
Summary
Creative executive, founder, and innovator known for turning ideas into impact—building brands, launching platforms, and leading teams to deliver results. Trusted by Fortune 500s, healthcare giants, and fast-growth startups to simplify complex problems, drive culture change, and produce award-winning video, training, and marketing content. Adept at building and scaling production teams, inventing new solutions, and guiding projects from napkin sketch to national rollout. Ready to create what’s next—on stage, in studio, or in the boardroom.
Overview
33
33
years of professional experience
Work History
Founder & Executive Producer
Spring Creek Productions
01.2000 - 05.2011
- Served as go-to creative partner for Drive Financial—produced all major video projects, from onboarding and compliance (including the culture-shifting “Rusty Cuffs” series) to leadership messaging, field shoots in California, and top-executive features. Became trusted by C-suite to turn strategy into compelling, memorable content.
- Revolutionized production for National Dental Network—took event filming from “back of the room” camcorder to full multi-camera, high-end production. Traveled nationwide and internationally (including Brazil), capturing world-renowned dental KOLs. Helped scale NDN from $200K to $11M annual revenue by elevating the brand through video.
- Built and led full-cycle production teams—hired, managed, and directed videographers, editors, and talent for complex projects in healthcare, finance, and tech.
- Delivered hundreds of video campaigns—ranging from serious C-suite messages to fun team content, always on time and on budget.
- Known as the “make it happen” producer—called on to solve creative, technical, and logistical challenges for demanding clients.
- Hands-on creator: often shot, edited, and delivered projects solo when budgets or timelines demanded—able to execute high-quality work independently or lead full crews as needed.
- Also produced custom projects for a diverse range of clients—including Nortel and numerous one-off engagements—delivering everything from internal launches to high-profile brand campaigns. Drive Financial and NDN were long-term partners and the core of my work during this era.
Founder & Director of Production
HDIQ Dental
01.2011 - 02.2016
- Enabled dental professionals nationwide to earn accredited CE directly through our online video platform. Also produced private-branded training content for major clients—including Nobel Biocare, Cosmodent, and the Academy of Cosmetic Dentistry.
- Obtained and maintained full ADA and AGD PACE accreditation. Managed the year-long application and review process, earning certified provider status so dentists could officially earn CE credits through our online video courses.
- Invented, developed, and launched a proprietary Learning Management Player—enabling secure, trackable CE delivery with built-in analytics and compliance features.
- Directed all aspects of high-end, multi-camera chairside video shoots—leading teams of editors, videographers, and technical staff to produce engaging, effective training modules.
- Built and scaled the business from the ground up—winning new clients, maintaining long-term partnerships, and driving the transition from DVD to fully digital delivery.
Founder & Executive Producer
Waiting Room Videos
01.2015 - Current
- Leveraged the most valuable asset of the 21st century—attention. WRV gave dental professionals the power to engage patients while they waited, introducing them to additional services, procedures, and staff, all through targeted video content.
- Enabled practices to educate, upsell, and personalize the patient experience—boosting treatment acceptance and service inquiries without adding pressure to staff.
- Developed and patented a platform for clinics to select playlists, add their own branding, and instantly update videos for each day’s patients.
- Results: Consistently helped practices increase awareness and acceptance of elective procedures, while strengthening patient trust and practice loyalty.
- Produced and delivered all content in-house, ensuring quality and rapid turnaround for hundreds of clinics.
Director of Marketing and Business Development
Greenleaf Capital
04.2023 - 03.2024
- Built the brand identity from the ground up—created the logo, messaging, and full go-to-market strategy for a new cannabis venture.
- Developed scalable marketing systems to launch and grow partner dispensaries using a standardized, franchise-style production model.
- Crafted campaigns to attract, onboard, and train new dispensary operators, ensuring alignment with production, compliance, and brand standards.
- Designed digital assets and systems that helped locations operate under a unified, regulation-compliant brand umbrella.
- Worked directly with the founder to set brand vision, expansion strategy, and national rollout plans.
Executive Producer, Education Networks
Primedia Workplace Learning (Westcott Communications)
06.1995 - 02.2000
- Led production for multiple national training networks—healthcare, law enforcement, fire, and emergency services—delivering CE-accredited video training and industry news to thousands of professionals.
- Produced, scripted, and directed field and studio shoots, hiring and managing crews for on-location and in-studio projects.
- Regularly appeared on camera as host and interviewer, known for making complex training content engaging and clear.
- Wrote supplemental training materials and coordinated with subject matter experts and regulatory bodies to ensure all programs met certification standards.
- Managed every phase of production: planning, talent coordination, interviewing, field logistics, scripting, shooting, and post-production.
- Honored with multiple national Telly Awards for excellence in video production, scripting, and educational programming.
News Anchor / Reporter
KXII Television
06.1993 - 12.1995
- Started as producer, quickly promoted to reporter and then morning/noon anchor—wrote, shot, and edited daily news, features, and live event coverage.
- Delivered live on-air broadcasts, managed breaking news, and conducted in-depth interviews for a broad audience across North Texas and Southern Oklahoma.
- Coordinated daily story development from morning pitch to evening deadline, balancing fast turnaround with depth and accuracy.
- Edited video content on tape-to-tape machines—perfected rapid, cuts-only editing before non-linear systems were standard.
- Covered major national news events live and on deadline—trusted to handle sensitive and high-profile assignments with professionalism.
Education
Bachelor of Arts - Communication / Journalism
Baylor University
Waco, TXSkills
- Entrepreneurial and Innovative
- Strategic Thinking
- Marketing
- Executive Production & Team Leadership (hiring, training, mentoring)
- Creative Direction & Brand Storytelling
- Videography & Multi-Camera Production (ENG,DSLR, Mirrorless, Studio)
- Editing: Adobe Premiere Pro, Audition, Final Cut Pro
- Learning Management Platform Development
- Training Content: CE, ADA, AGD Accreditation
- Project Management & Scheduling
- Public Speaking & On-Camera Presentation
Selected Highlights
- Built and led award-winning video, training, and marketing teams for Fortune 500 clients and industry leaders.
- Invented, patented, and launched innovative video technology for healthcare and dental professionals.
- Produced ADA and AGD PACE-accredited continuing education content for leading dental organizations nationwide.
- Hired, trained, and managed full-scale production teams—editors, videographers, on-camera talent, and producers.
- Delivered keynote speeches and hosted live events for national brands.
- Drove business growth—helped scale National Dental Network from $200K to $11M+ annual revenue.
- Honored with multiple national Telly Awards for excellence in video production and educational programming.
- Trusted advisor to executives for brand storytelling, culture, and marketing strategy.
Timeline
Director of Marketing and Business Development
Greenleaf Capital
04.2023 - 03.2024
Founder & Executive Producer
Waiting Room Videos
01.2015 - Current
Founder & Director of Production
HDIQ Dental
01.2011 - 02.2016
Founder & Executive Producer
Spring Creek Productions
01.2000 - 05.2011
Executive Producer, Education Networks
Primedia Workplace Learning (Westcott Communications)
06.1995 - 02.2000
News Anchor / Reporter
KXII Television
06.1993 - 12.1995
Bachelor of Arts - Communication / Journalism
Baylor University