BB5: Rebranding the Offense
The Buffalo Bills are undergoing an exciting offensive rebrand, with Brandon Beane taking a unique approach to the wide receiver position this off-season. He has cast a wide net and appears to have a specific type he wants. Since free agency began, the Bills have signed the following wide receivers. Curtis Samuel (5’11”), Mack Hollins (6’4”), Quintez Cephus (6’1”), Chase Claypool (6’4”), and Marquez Valdes-Scantling (6’4”). Along with the draft class, Keon Coleman (6’3”), Xavier Johnson (6’1”), and Lawrence Keys (5’10”), the Bills have brought in 8 wide receivers with 6 of them being 6’1” or taller. The Bills currently have 13 wide receivers on their roster, and only one has ever caught a pass from Josh Allen during an NFL game. This is similar to the training camp leading up to the 2019 season where the Bills had 13 wide receivers on the roster, six new additions. Cole Beasley and John Brown highlighted that group as they went on to have career years with Allen throwing them the ball. Everything Beane is doing now is reminiscent of the calculated approach that the Bills took going into 2019. The Bills had a terrible offensive line, and Allen’s accuracy was not what it is today. The approach in 2019 was to find quick guys who could separate quickly so that Allen would not be rushed to throw. This was successful, and the Bills made the playoffs for the first time in 17 years. In this edition of BB5, I will give five reasons why I am confident they will be successful with their new approach to the 2024 season.
Joe Brady - Why are the Bills targeting big-bodied pass-catching wide receivers this year? This signals a change in offensive philosophy under Joe Brady's influence, building on the strengths of the current roster. This potential shift in strategy is something to keep an eye on, as it will significantly impact the team's offensive game. The Bills will rely more on the scheme and the balanced play-calling than they did under Ken Dorsey. Brady’s offense gained steam at the end of last year without a full off-season of implementation and relying on players he inherited.
Offensive Line - The Buffalo Bills arguably had the best offensive line of Josh Allen’s career last season. Mitch Morse’s leadership will be missed this year. The drafting of Van-Pran Granger and the FA signings of La’el Collins and Will Clapp will give the team flexibility, potentially replacing Morse with a younger, bigger player and allowing Connor McGovern to stay at his LG position. This, on top of the emergence of Torrence and Brown on the right side last year, is reason to be excited about the OL potential.
James Cook & RB Room - James Cook and the running back position thrived when Joe Brady took over play calling. The pressure this takes off of Allen, along with the balanced approach the team can take, is massive. The Bills can now diversify their play calling and use that to their advantage with the defensive looks they are getting. Cook was 3rd in yards from scrimmage on only 281 touches in 2023. What will that look like with Brady calling plays all season? Ty Johnson proved to be a solid backup, and the Bills have added a speed back in Ray Davis, who excels at catching the ball out of the backfield. The Bills haven’t seen production like this from the RB position since Josh Allen became their starting quarterback. The play-action pass can be utilized better and open up more opportunities downfield for the passing game.
Pass Catchers - This will be the most talent the Bills have had in their RB, TE, and WR room since they drafted Josh Allen. They have skilled pass catchers in all three groups, making Allen’s life easier at all three levels. The name recognition is what everyone is hung up on currently because they traded Diggs and didn’t re-sign Gabe Davis. The diverse skill sets in the WR room are now their biggest strength. Defenses do not know what to expect from the offense and will be underestimated. There will be a lot of competition at the wide receiver position throughout the summer to earn the 5 or 6 spots on the roster this coming season. This could be the last chance for Chase Claypool to prove he belongs in the NFL. This competition and the return of a fully healthy Dawson Knox with Dalton Kincaid entering year 2 is more reason for high expectations from the Bills’ offense.
Josh Allen - Allen is a top 3 quarterback in the NFL, and he isn’t 3rd. Allen is getting an opportunity to set the record straight this season and show that he has elevated his game where he doesn’t need a bonafide #1 receiver. He won’t have a player on the roster commanding targets and will be able to spread the ball around. The running game's success will open up the play-action game and take the pressure off of Allen to feel he needs to do everything. I anticipate his interceptions will drop, his completion percentage will increase, and you will see a lot more yards after catch amongst the pass-catching group in 2024.
