The new Prime Video series Bait starring Riz Ahmed has title cards packed with hidden codes that viewers can decode themselves. Design firm Pentagram created opening credits that use colored filters and layered letters to spell out secret messages.
The show follows a British-Pakistani actor whose audition tape for James Bond goes viral, turning his private life into a public spectacle. The designers wanted the title cards to reflect this theme of identity under scrutiny.
Old School Spy Tricks on Your TV
Pentagram’s team used analog techniques inspired by real spycraft and theater lighting. Each title card starts with the same base – white backgrounds covered in multicolored letters and numbers stacked on top of each other. Then different colored filters reveal hidden words and messages, like using a decoder ring.
The designers drew inspiration from James Bond opening sequences, theater spotlights, and actual spy methods. They wanted to create something that felt both high-tech and old-fashioned, matching the show’s exploration of how public perception can shift someone’s identity.
This isn’t just pretty design – it’s interactive. Viewers can pause and try to decode the messages themselves, turning passive watching into active participation. The technique mirrors how the main character’s identity becomes a puzzle for the public to solve.
Expect more TV shows to experiment with hidden elements that reward careful viewers. As streaming platforms compete for attention, interactive details like these could become the new norm for keeping audiences engaged.
