The Atlanta Falcons offense got off to a disappointing start in Week 1, and perhaps no player felt it more than rookie wide receiver Zachariah Branch. Branch was a non-factor last Sunday, through no fault of his own, and that shouldn’t be the case for the rest of the Falcons’ season.
The Falcons must get him more involved in their Week 2 game plan against the Carolina Panthers. His role and value could be instrumental in maximizing the offense despite the limitations of starting quarterback Cooper
Rush.
Branch did not see a single target last week against the Pittsburgh Steelers while he was working fourth in the Falcons’ wide receiver pecking order. He should see an increased workload this weekend as the Falcons look to add balance to their attack after leaning heavily on Bijan Robinson and the run game. That workload may not be dramatically larger, yet offensive coordinator Tommy Rees needs to be more intentional about Branch’s usage in an attempt to take advantage of the latter’s unique skill set.
Branch is tailor-made for the Falcons’ short passing game
That skill set features game-breaking speed and explosiveness, tailor-made for a game plan centered on Rush, whose limited arm strength restricts his ability to push the ball downfield. But that limitation shouldn’t be a problem for Branch, who is comfortable working underneath, with an average depth of target in college of 5.2 yards, according to PFF. Branch’s dynamic ability with the ball in his hands briefly showed on a 64-yard kickoff return against the Steelers, which was called back due to a phantom holding penalty on teammate Josh Woods.
Branch can be a featured weapon underneath on screen passes. Atlanta dialed up seven screens in Week 1, tied for the second-most of any team, according to PFF. However, all seven went to Robinson, who did an incredible job for 72 yards on those plays. There’s nothing wrong with leaning heavily on screen passes given Rush’s limitations, but the Falcons need to be much more diverse in who gets them. Not having a single one in their playbook for a player like Branch made little sense given his run-after-catch abilities.
Extending the ground game and scheming him open
The Falcons need to be leaning on playmakers like Robinson and Branch at the skill positions to carry the offense with a third-string quarterback at the helm. The Falcons showed excellent diversity in the run game, dialing up 13 different run concepts, by my count. That number doesn’t include a jet sweep to wide receiver Drake London, which is the perfect play call for Branch. Manufactured touches like jet sweeps and end arounds can let Branch act as an extension of Rees’ varied run game.
Branch can also impact the passing game if the Falcons use him smarter. Branch spent the majority of his snaps in Week 1 in the slot, given his smaller stature and his struggles in college beating press coverage on the outside. But the Falcons can be creative with how they deploy Branch, using motions, bunch formations, and stack concepts where a teammate lines up in front of him to prevent a defender from getting the jam. These concepts can help Branch get a free release and use his blazing speed not only as a vertical option, but as an underneath outlet for Rush.
Branch needs to be a spark beyond Falcons’ Big 3
Branch’s lack of involvement last week was disappointing, given that he was one of the major offensive additions under new head coach Kevin Stefanski. The Falcons’ “Big 3” in Robinson, London, and tight end Kyle Pitts are mainstays and form the core of the team’s offensive playmakers. Rees hopes to get them more involved this weekend. But among the additions like Jahan Dotson, Olamide Zaccheaus, and Branch, the latter is best suited to maximize big-play opportunities with a backup like Rush in the lineup. Being able to flip the field with chunk yardage will help the Falcons improve upon the fact that they were the only NFL team that didn’t reach the red zone last week.
Branch’s lack of production in his debut eerily mirrors Calvin Ridley’s debut in 2018. Ridley was held to zero catches on two targets in his rookie debut, but the following week against the Panthers, he broke out with four catches and a touchdown. That continued in the ensuing weeks, as he combined for five more touchdowns over the next two games.
History has given the Falcons the blueprint for a Week 2 rookie breakout. Now it’s on the coaching staff to unleash him.
