Riz Ahmed goes full James Bond, sort of, in Prime Video’s upcoming comedy series “Bait,” which world premiered on the opening night of the 2026 Sundance Film Festival ahead of its streaming premiere in March. The Oscar nominee writes and stars in the series as a struggling London actor who is thrust into an existential spiral after his audition to become the next James Bond goes viral. Ahmed billed the series as more about life’s audition process than Bond himself.

“I had been keeping notes of all the contradictions that make up my life,” Ahmed said during a Sundance interview with co-star Guz Kahn at the Variety Studio presented by Audible. “The difference between public and private self. What inspired it is sometimes life feels like one big audition. We’re all trying to prove ourselves online, chasing the validation of strangers and looking for approval. I wanted to make a show that explores that.”

But Bond is still top of mind for Ahmed. The 007 franchise is currently undergoing a reboot that’s backed by Amazon, the same studio behind “Bait.” The actor quipped: “Everyone has an audition for Bond. Daniel Craig’s was ‘Layer Cake’… This is my audition for Bond. I dare anyone to watch this show and think we shouldn’t play Bond.”

Amazon’s first James Bond movie is being directed by “Blade Runner 2049” and “Dune” helmer Denis Villeneuve. It will be the first 007 tentpole following the end of the Daniel Craig era. The new Bond actor has not been announced, although the latest viral internet rumor has pegged “Euphoria” star and “Frankenstein” Oscar nominee Jacob Elordi for the role.

“I don’t mind who plays James Bond as long as it is me,” Ahmed said about 007 casting rumors before playfully storming off the set when co-star Guz Kahn informed him: “I think Jacob Elordi will be James Bond over Riz Ahmed.”

“To be honest, this show is not about Bond,” Ahmed added on a more serious note. “James Bond in our show is a symbol of what my character wants to be, the ultra alpha-male. He just wants to be someone else, which so many of us want to be. That’s the relatable part.”