Wildlife photographer and videographer Paul Nicklen encountered an Alaskan brown bear during his journey through the wilderness near Denali National Park for this American Express Gold Premiere Rewards card television spot. JB is a male grizzly bear that was orphaned by a rifle when he was just a cub. He and his sister, Patron, now live in the Alaska Wildlife Conservation Center near Anchorage, Alaska. Even though he might never go back to the wild, he is an ambassador for both his species and for the Alaskan wilderness. Nicklen saw it as a privilege to photograph him in all of his power, grace and majestic beauty. Pull was thrilled to create the sonic world for his experience.

This project marks the beginning of a year-long Ambassador role for Nicklen with American Express Gold.