Why (and How) Matt LaFleur Is Getting Creative With Rookie Savion Williams

Last offseason, it was clear that the Green Bay Packers needed more juice offensively, particularly on the perimeter. The run game excelled wire to wire behind bell cow Josh Jacobs. Still, their deep, young receiving corps suffered from a lack of a go-to target, as well as an inability to separate on obvious passing downs.

This was most evident in January’s playoff loss, and general manager Brian Gutekunst addressed this through the draft. In the first round, to raucous applause and excitement, he selected Matthew Golden. Sneakily, he doubled up on the position with TCU’s Savion Williams in the third.

Golden has not gotten off to the scorching start that many prophesied, but the rookie has plenty of runway as the season rolls on. After electrifying fans and media alike with a stellar training camp and some chunk plays during the preseason, he steamed up fantasy football draft boards.

Williams was absent from the discussion because he missed the entire preseason due to a laundry list of minor ailments. It was unclear where he would fit in a crowded room. However, just four weeks into the season, attrition has thrust Green Bay’s rookie duo into the spotlight. Christian Watson continues to work back from a torn ACL, Tucker Kraft is playing through a minor knee injury, and Jayden Reed has landed on IR.

We have seen Matt LaFleur really settle in as a playcaller over the last few years, showcasing his creativity. His run schemes with Jacobs, as well as the way he has utilized Reed as a Swiss Army knife, have stood out. Early on, he appears to have a vision for Williams. It has resulted in five total touches: four rushes and one reception, including some looks out of the Wildcat formation, which sent Jordan Love out wide. Those manufactured touches, in conjunction with his kick-return duties, paint a clear picture: The Packers want to get No. 83 the ball.

In the Love era, the Packers have had no trouble getting production from the depths of their receiver room. Over the past couple of years, we have seen fifth-round rookie Dontayvion Wicks, undrafted wideout Malik Heath, and now cornerback Bo Melton step up. Romeo Doubs has been a reliable chain mover and contested-catch specialist, and Reed and Watson have provided bursts of energy, albeit inconsistently.

What has been missing in all of that is not only an alpha, but also a consistently reliable target. The back-breaking loss last weekend in Cleveland, which may well come back to haunt them in a contentious NFC race, underscored that fact once again. The defense gave Love and LaFleur’s offense every opportunity to put away a lesser opponent. To their credit, the Browns’ defense, particularly their pass rush, didn't budge.

Week 2 felt like a watershed moment for several reasons. First, the Packers dismantled an NFC contender for the second consecutive week, and they did it on primetime. That, combined with the Micah Parsons hype train, landed the media and the bookmakers firmly in their corner. Secondly, it wasn’t a wideout but Kraft who emerged in what felt like a legitimate breakout game. The third-year tight end out of South Dakota State looked like prime George Kittle en route to a 124-yard performance. A practice injury then clipped his wings, and he barely registered in the box score on Sunday.

The search continues for a go-to option for Love. The running game is off to a relatively slow start, a symptom of defenses focusing on Jacobs as well as poor offensive line play. It’s going to take creativity and depth to get the offense firing again, and that’s a game Green Bay can play.

Everyone is talking about how their marquee rookie will fuel that, but it could very well be their under-the-radar rookie who also plays a major role. LaFleur’s usage of Williams has mirrored the gadgety way he was deployed at TCU, featuring a lot of sweep and screen-type action. Another thing he did frequently in college was play out of the slot, and it will be interesting to see if the next phase of his development involves expanding his route tree in the coming weeks.