Riz Ahmed spent 10 years bringing “Bait” to life. Part of that journey was driven by fear: “It’s a very scary project to make because it’s so personal,” he says. Some of the delay, he reflects, came from finding excuses or sabotaging the process because it felt so exposing. “Bait” is indeed Ahmed’s most vulnerable work to date.
In the six-part Prime Video series, Ahmed is executive producer, creator, writer and stars as Shah Latif, a struggling actor from London who is seen leaving an audition for James Bond. Shah becomes a viral sensation, but the show itself takes a satirical look at an actor who blows a life-changing audition while exploring themes of family, community, mental health, and Shah’s desire to succeed. That vulnerable performance earned Ahmed an Emmy nomination for outstanding lead actor in a limited or anthology series or movie.
Ahmed describes the show as a blend of genres, mixing drama and comedy while poking fun at one of the biggest franchises of all time. He admits that getting a show with such a complex premise off the ground — and even getting permission to do so — was a challenge. It was worth it.
“The show draws so much from very specific things that have happened to me. Anecdotes become scenes; locations where I’ve grown up suddenly put on screen,” he explains. “It’s really about trying to take all my greatest hopes, fears, and insecurities and do something more fun with it than just therapy. It’s definitely the biggest swing I’ve ever taken creatively and personally.”
