The Rams' play-action passing success starts with establishing the run and ends with marrying those run concepts into the play-action scheme.
Against the Saints on Sunday, a 14-yard run up the middle from running back Kyren Williams set up the ensuing play-action deep shot. Wide receiver Jordan Whittington pulled inside the line to block for Williams, working his way downfield instead of through. That's an action that often turns into a flat route on play-action passes and had already been run successfully in the first half. On the next play, the Rams took their shot down the field as part of a perfectly executed four-play, 82-yard touchdown drive.
They set wide receiver Cooper Kupp in tight and he faked a flat route from the opposite side of the formation – a similar action to what Whittington had just performed. Earlier in that quarter, Kupp did the same thing on a run to Williams to help set the edge. This time, his intent was to chip defensive end Cameron Jordan, giving quarterback Matthew Stafford time in a clean pocket to hurl the ball to a wide open Demarcus Robinson.
He caught the deep corner route for a 46-yard gain, setting up his three-yard touchdown on the next play (also off play-action) to put the Rams up 14-6. That pull action was married between the run and the pass all game, affecting both phases while keeping the defense guessing.
When utilizing play-action, Stafford's passer rating of 123.7 ranks sixth in the NFL and his Expected Points Added (EPA) per dropback is second at +0.38. He averages 3.1 more yards per play and a completion percentage that's 8.4% higher compared to when they don't use play-action. That success all comes down to the intentional marriage between run and pass concepts, with every player executing their movements in service of a specific goal.
"I think anytime you call play action you're trying to marry it up with the run game and then try to get guys to the second and third levels of the defense," Stafford said. "... I think our coaches do a great job of marrying looks and trying to make things look the same. Obviously, it starts with the run game."
Los Angeles had its best rushing performance of the season, featuring season-highs in yards per carry (5.9) and explosive runs (six). They parlayed that success into an effective play-action game, as they've done all season long.
"Being able to make things start out looking the same and then end up different has always been an important part of our offensive philosophy," said head coach Sean McVay. "And so (you have to know) what's the legitimacy of the action? What kind of run sell are we getting? Are we running a boot(leg)? Are we running a keeper? Are we running a play-action? Where is the setup point?"
Through 13 weeks, 29.6% of the Rams' pass attempts have come off play-action, accounting for 38.6% of the team's passing yards. It's been the most efficient aspect of their offense all season. On Sunday, Stafford went 7 of 12 for 127 yards and two touchdowns on play-action against the Saints, displaying the different types of play-action.
"It starts with the preparation in terms of just what we're putting together, making the run in the marriage of the pass with the formations and some of the actions," said offensive coordinator Mike LaFleur. "Sometimes it's within the game. Sometimes it's, 'hey, this is what they're practicing. So we want to do this off of that,' knowing that they're working something. So you want as much marriage as you can."
In New Orleans, Stafford connected with tight end Colby Parkinson on a 13-yard play-action bootleg, featuring that same post-snap pull-through action. On the play, Kupp ran a through motion, which has sometimes turned into a play-action screen, but this time they went with the flat, opening the field up for the deep shot later on.
The Rams ran that through motion into screens multiple times against the Vikings earlier this year, as their defense has a blitz-heavy scheme. On Sunday, they used it to draw attention in both the run and pass game, rather than to get players in space, once again showing how the same action can serve different intentions. These are just a few of the movements that the Rams use to make the run and the play-action pass game look the same. That forces hesitancy in the defense, and receivers know the effect it has when running downfield routes.
"I think there's a little nuance here and there to it, in terms of what kind of reaction you get from the defense knowing that linebackers are getting into panic drops, especially when you run the ball well, understanding that space opens up as you get down the field," Kupp said. "... You kind of get a feel for what those are and what the timing is for those things, where those spots are and we've done a very good job of being able to access those things out of play-action.
"Kudos to Matthew for being able to do that stuff, when you turn your back to the defense you flip back around and try to diagnose what's happening, but I think we got one of the best in the world at doing that, and as receivers you just want to distribute the field well and let him make the throws."
Still, none of it matters if Stafford doesn't have time to read the defense and execute the play. That's why "it always starts up front with the protection," McVay said.
"Knowing where to be is probably the main thing, and then being able to make the play seem like a play that you've run before, like a run, you want it to sound the same," said offensive lineman Kevin Dotson. "Sometimes you add a little extra grunt to make it seem like you're going harder than you really are, just to entice the linebackers, things like that, things that you can do to help the play.
Offensive lineman Rob Havenstein said that having low pad level, the right body demeanor and knowing the help assignments, whether players are giving or receiving it, are all must-haves in play-action pass protection.
They also need to know where the quarterback wants to end up and how to clear space for him both in and out of the pocket. Offensive players sell the run fakes in different ways based on the type of play-action that's being run.
"Whether we're trying to affect a second-level or a third-level response, or whether we're (running a) token fake, which is basically presenting it to get guys past them or we really need to bring guys up to throw it over the top, whatever it may be," Havenstein said. "But it's all based on play design."
Everyone from linemen to receivers need to know their roles and block with discipline and power. That's one thing wide receiver Puka Nacua is known for, and it has made an impact on how players defend him.
"I think it's a game within a game," Nacua said. "That's what our coaches have said to me and I feel like it's something that has definitely been an influence in my play style. If I'm hitting you as hard as I can all three quarters, by the fourth quarter… somebody's going to be ready to give out and you have to be ready for that moment."
Buffalo has been one of the better teams in the league against play-action this season, so the Rams will have to scheme up some successful concepts on Sunday to compete against one of the league's best. It takes 11 playing as one to execute play-action at the level this Los Angeles team does, so it's no surprise that's a common McVay-ism that is parroted by the team.
