Buffalo Bills offensive coordinator Joe Brady wants players to conceptually digest the offense

Before Thursday’s practice, Buffalo Bills offensive coordinator Joe Brady took questions from the media gathered at St. John Fisher University. Brady had plenty to say during a session that lasted nearly 19 minutes.

Brady was asked to reflect on rookie receiver Keon Coleman’s strong start to training camp, and he noted that even with a break before camp, Coleman made sure to work on his craft. Brady hopes to see Coleman continue his strong start by stringing together similar days.

Brady was also asked about tight end Dawson Knox and what it means to have him in top form. Brady rightly pointed out Knox’s unique skill set as a complete tight end with a significant leadership role — and he’s excited to see what Knox can do this season.

Speaking of James Cook, Brady doesn’t believe his lack of touch on the ball in college is a hindrance to his ability to produce more significantly as an NFL veteran.

Brady then spoke at length about quarterback Josh Allen and the offense having the opportunity to evolve, rather than rolling out the same system — and one that might not fit the current personnel.

Brady doesn’t believe speed is the only thing that impacts a player’s ability to get downfield, noting that 40 times isn’t always the best indicator. As such, he sees plenty of opportunity for a diverse group of receivers to succeed this season.

Brady admitted he’s not a big fan of Tik Tok celebrations, instead preferring when the offensive line is allowed to score a touchdown, saying “the offensive line is the reason we score touchdowns, when they do let’s give them some love and then we can have a little fun watching it too.”

Asked if extra effort was made to get tight end Dalton Kincaid more vertical reps, after seeing mostly opportunities that came near the line of scrimmage. Brady, ever the diplomatic disciple of head coach Sean McDermott, declined to give too much away and said the goal is to evaluate each player and see how he performs in each situation.

Brady responded to a question about Coleman’s ability to play a similar role to Gabe Davis by saying, “We don’t have positions,” adding, “The way we taught the offense, we just taught everything conceptually.” Brady appreciates the ability to change looks and have players who can play multiple roles, saying, “It really forces guys to understand that at any given moment, you can be in any of those positions and you have to know it — and from a training standpoint, we can change it, move it around, so that was a little thing, a big thing that we emphasized. I don’t want guys to memorize a play and what they have on that specific route, they have to know everything.”

For more from Joe Brady, including what he expects from receiver Khalil Shakir, the running backs room, building a successful team and what it’s been like getting to know receiver Mack Hollins, watch the video embedded below.

“Mack Hollins is going to be a big asset for us, both on and off the field.”