Riz Ahmed’s Bait explores identity crises and the cost of celebrity

📺 Fame costs a pretty penny, but what if you already stand out from the crowd? In Prime Video’s latest hit series, Bait, British star Riz Ahmed introduces us to Shah Latif, a young British-Pakistani Muslim struggling to land his big break. What follows is a grueling identity crisis packed with endless contradictions.

The plot: Latif’s acting career is idling after a string of forgettable bit parts. His turning point arrives with a rare shot at auditioning for the role of James Bond. Though he fumbles the audition — constantly tripping over his lines — a paparazzo catches him on camera. Overnight, he becomes a media sensation for all the wrong reasons, as the public fixates on one question: Could the new James Bond really be a brown-skinned Muslim of Pakistani descent?

What we liked: American director Bassam Tariq brilliantly captures the vision of series creator and lead actor Ahmed. Despite the weight of the themes — existential identity crises, a sense of total alienation, and the desperate drive for self-actualization — the duo delivers a sharp dose of satirical black comedy. The pacing is electric, unafraid to skewer both societal racism and the toxic tax of celebrity.

Portraying Shah Latif is a complex task, and it’s exactly where Ahmed excels. Through subtle body language and haunting expressions, he conveys his character’s internal turmoil, battling the voices that tell him he isn’t worthy of success or happiness. Feeling like an outsider within his traditional Muslim family on one hand, and a foreigner to a British society that treats him like an alien on the other, Latif is driven by a need to prove his worth in a world that has never made him feel like he truly belongs.

Our verdict: If you enjoyed shows like Mo or Ramy, this series is a must-watch. It is a standout dramatic experience that makes it nearly impossible to look away — especially with brisk, half-hour episodes that keep you hooked until the very end.

WHERE TO WATCH- You can stream Bait on Prime Video. Watch the trailer on YouTube (watch, runtime: 1:37)