'Bait' team says James Bond-inspired story reflects Muslim identity in the West

The creative team behind Bait says the series’ James Bond-inspired storyline was designed to explore the emotional and psychological pressures of being Muslim in Western society.

Speaking during a panel discussion, Riz Ahmed and the show’s creators discussed how the Prime Video series uses the framework of a spy thriller to examine identity, public scrutiny and cultural expectations. According to Variety, Ahmed said that “being Muslim in the West feels like you’re stuck in a spy thriller.”

Bait follows Shah Latif, a struggling British Pakistani actor who unexpectedly becomes a contender to play a James Bond-style spy character, only to find his personal life, public image and identity increasingly scrutinised. The series blends satire, drama and commentary on race, fame and representation in entertainment.

During the panel, Ahmed explained that the show’s espionage themes reflect the feeling of constantly being watched, judged or forced to prove loyalty as a Muslim living in the West. The creators said they wanted to use familiar blockbuster spy imagery to explore more intimate emotional struggles surrounding belonging and identity.

The series also examines the entertainment industry’s complicated relationship with diversity, particularly the pressure placed on actors of color trying to break into traditionally white roles like James Bond. Ahmed previously clarified that Bait is not literally a James Bond series, though it intentionally draws inspiration from the franchise’s themes and imagery.

Created by and starring Ahmed, Bait premiered earlier this year on Prime Video and has received strong critical reviews for its blend of social commentary, dark comedy and psychological tension.