Ranking the NFL’s Top Play Callers: Who’s Innovating and Who’s Stuck in the Past?

The NFL is a constantly evolving league, and nowhere is that more evident than in the realm of offensive play-calling. A brilliant play-caller can elevate an entire team, maximizing the potential of their players and keeping defenses guessing. But who are the true innovators, and who’s relying on outdated strategies? Let’s dive into a ranking of the NFL’s top play callers, examining who’s shaping the modern game and who needs to adapt or be left behind.

The Elite Tier: Architects of Modern Offenses

At the pinnacle of NFL play-calling reside the coaches who consistently redefine offensive football. These are the minds that opposing defensive coordinators lose sleep over.

Kyle Shanahan (San Francisco 49ers): Shanahan’s influence on the NFL is undeniable. His ability to adapt and evolve his schemes is unparalleled. From his early days emphasizing outside zone runs to his current embrace of gap schemes and diverse passing concepts, Shanahan remains the gold standard. His use of pre-snap motion and ability to create mismatches are hallmarks of his success. According to a February 2024 article by The 33rd Team, “Nobody has put more of a stamp on the NFL offensive meta than Shanahan in the past decade.”
Sean McVay (Los Angeles Rams): McVay, often mentioned alongside Shanahan, has also significantly shaped the modern NFL. His ability to revamp his offense based on personnel, from the Jared Goff era to the Matthew Stafford-led attack, demonstrates his adaptability. McVay’s offenses are known for their versatility, utilizing 11 personnel (one running back, one tight end, three wide receivers) to create mismatches and exploit defensive weaknesses.
Andy Reid (Kansas City Chiefs): A coaching legend, Reid’s impact on offensive football spans decades. He was a key figure in modernizing the West Coast offense and his system is the ultimate manifestation of the air raid concept. Reid’s ability to develop quarterbacks and design innovative plays has made the Chiefs’ offense a perennial powerhouse.
Ben Johnson (Detroit Lions): Johnson has quickly risen through the ranks to become one of the most sought-after offensive minds in the league. His creative run schemes, powered by a dominant offensive line, have made the Lions’ ground game a force to be reckoned with. Johnson’s ability to get the most out of quarterback Jared Goff has also been a key factor in Detroit’s offensive success.
Mike McDaniel (Miami Dolphins): McDaniel has brought a unique brand of offensive football to Miami, emphasizing speed and explosiveness. His offense, featuring players like Tyreek Hill and Jaylen Waddle, utilizes pre-snap motion, wide zone runs, and play-action passes to create big plays. McDaniel’s system is similar to Shanahan’s but with a greater emphasis on speed and downfield passing.

The Rising Stars: Innovative Approaches

This tier features play callers who are making a name for themselves with fresh ideas and impressive results.

Bobby Slowik (Houston Texans): Slowik exceeded expectations in his first season as an offensive coordinator. Despite having a rookie quarterback in C.J. Stroud and an inexperienced offensive line, he led the Texans’ offense to the playoffs. Slowik’s ability to adapt his scheme to his players’ strengths and create a balanced attack has made him a rising star in the coaching ranks.
Liam Coen (Tampa Bay Buccaneers): Coen is an unproven coordinator. His work at Kentucky, especially in 2021, was terrific.

The Veterans: Experience and Consistency

These play callers have a proven track record of success, relying on experience and established systems.

Matt LaFleur (Green Bay Packers): LaFleur checks every box. Adaptability, one-off game plans, cohesive structure, the ability to adjust on the fly — everything you want from a play-caller LaFleur has it.

The Question Marks: Potential Untapped or Systems Stale?

This tier includes play callers facing pressure to evolve or risk falling behind.

Arthur Smith (Pittsburgh Steelers): After being the head coach for the Atlanta Falcons (2021-2023), Smith will be the offensive coordinator for the Steelers in 2024.
Shane Waldron (Chicago Bears): Despite working with rookie quarterbacks on their second NFL teams in playcalling roles, Waldron sits at 32nd. Waldron’s offense has left a lot of yards on the field, partly due to Caleb Williams’ struggles and issues with the interior of the offensive line.

The Emphasis on the Run Game

One of the overarching trends in the NFL is the re-emergence of the run game. In 2024, seven of the top 10 offenses in EPA per play were also in the top 10 in rushing EPA per play. Teams are recognizing that a strong running game is essential for establishing an effective and efficient offense.

The Decline of RPOs

While RPOs (run-pass options) were once considered a revolutionary addition to offensive play-calling, their usage has declined in recent years. In 2024, teams combined to run 3,377 RPOs, the fewest since 2020. This decline may be due to defenses becoming more adept at defending RPOs, leading to fewer explosive plays and first downs.

The Rise of Screen Passes

Conversely, screen passes have become increasingly popular in the NFL. In 2024, teams ran a total of 2,469 screens, the most since the adoption of the 17-game regular season. The Washington Commanders, under offensive coordinator Kliff Kingsbury, were one of the league’s most prominent users of screen passes. The increased emphasis on screens may be due to their ability to mitigate negative plays and create opportunities for yards after the catch.

The Fading Go Route

As teams emphasize the run and short passing game, the go route has become less prevalent. In 2024, go routes had only a 12.6% target rate, the lowest since PFF began tracking route data. This decline may be due to defenses becoming more effective at defending deep passes, leading offenses to prioritize more efficient and reliable passing concepts.

The NFL’s play-calling landscape is constantly shifting, with new trends and strategies emerging every season. The top play callers are those who can adapt to these changes, innovate new approaches, and maximize the potential of their players. As the league continues to evolve, it will be fascinating to see which play callers rise to the top and which ones are left behind.