"The title cards for Bait are a colorful explosion of letters and numbers, reading like a code hidden in plain sight for viewers to unravel."
"The creators used a system of color filters and letterforms to encode multiple different words and messages in each sequence, creating a visual language that mirrors the show's core theme of an identity in flux."
"Alice Sherwin, a senior designer at Pentagram, explains that the design process explored the idea of being 'under the spotlight' as a visual proxy for Shah's public spiral."
Bait is a six-episode dramedy starring Riz Ahmed as Shah Latif, a struggling actor whose leaked audition for James Bond creates a media frenzy. The series explores themes of identity, belonging, and self-worth as Shah navigates the challenges of being a British-Pakistani actor in a predominantly white industry. The show's title cards, designed by Pentagram, use color filters and letterforms to encode messages, reflecting the complexities of Shah's public and private life, inviting viewers to engage with their own identities.
Read at Fast Company
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