Working for Proctor & Gamble, Russell ultimately became in charge of creating a production standard which would allow P&G to produce their programs more efficiently. This gave Russell an opportunity to work with large budgets, massive workforces, and a wealth of writers, producers and creative executives.

From P&G, Russell moved on to become an executive at 20th Television where he began to have an impact on the creation, development and launching of shows. Aside from producing several pilots, Russell helped develop and produce "Forgive or Forget" and "13 Bourbon Street." He was able to work with some of the most well respected creative talent and senior level executives in the television industry and was instrumental in helping to launch several shows across many day parts.

In 1999, Russell launched National Entertainment, a new content creation and production entity based in NY. In less than a year and a half, National Entertainment provided and created programming for, among others, ESPN, Court TV, FX, Pearson TV and Hearst Entertainment. In 2000, Russell created and produced variety, reality and documentary programming including "Well & Aware," a women's breast cancer documentary with The Health Network, "La Bomba," a musical variety series for Rainbow Media/Metro, "When the Cheering Stops," a sports documentary for ESPN and pilots for Pearson TV. In 2001, Russell created "The Bravest," a first run reality syndicated series, which TV Guide called "the hottest new reality show for the fall season!"

Russell teamed with long time friend, colleague, and co-creator, Tammy Leech, in May 2002, to form their own production company, Brave St. Productions, Inc.