How Michigan's identity, leaders on offense are coming into focus

The Michigan Wolverines will be led on offense this season by coordinator/quarterbacks coach Kirk Campbell, who has the task of replacing all but one starter on that side of the ball, including the most important position on the field.

Michigan’s quarterback battle headlines the list of storylines heading into the 2024 season, but more than that has been accomplished as fall camp reaches its conclusion. Campbell and the Wolverines have spent the last few weeks solidifying their identity and who steps into leadership roles, and the OC/QBs coach seems pleased with what he has.

“I think we’re starting to learn who the leaders are of the offense,” Campbell said during the Big Ten Network’s visit to Ann Arbor on Tuesday. “We lost a lot of depth, a lot of talent, and a lot of playing time on the offensive side of the ball. The grit, determination, and hard-nosed football that we play here at the University of Michigan hasn’t changed. But we’re learning who the leaders are. [Tight end] Colston Loveland, [running back] Donovan Edwards, and [wide receiver] Semaj Morgan are really stepping up for us.”

Campbell shared his criteria for Michigan’s starting quarterback on the show, saying the man who wins the job must be a leader, execute the offense and a high level and lead scoring drives. Unlocking that from the group of junior Alex Orji, senior Davis Warren and graduate Jack Tuttle, among others, has come from an intense level of evaluation and tracking tangible and intangible traits.

“So first off, we pride ourselves on making sure we’re the most prepared unit in the country, stepping on the practice field, the game field, whenever the bullets are flying for us,” Campbell said. “So that’s important to make sure that they are going to the right reads. Are they using the proper footwork? They’ve done an outstanding job of that. We evaluate every single snap as far as footwork, assignment, ball handling, drop, accuracy. Then we evaluate them outside of the football in the classroom and on the football field, how they are in the weight room. 

“Justin Tress, our head strength coach, gives us daily reports on what they’re doing there, how they’re around their teammates, who’s the best leader, because at the end of the day you have to select the guy that the players want to play for, want to be surrounded by, and we’re just making sure we make the best decision there.”

The attention to detail within Michigan’s quarterback room is just a taste of the type of analysis Campbell says he brings to the position. The BTN crew asked about the most difficult part of being a primary offensive play-caller, and much of it comes from having a contingency plan for every possible scenario.

“I would say just making sure you’re organized before the game for any situation that could arise,” Campbell said. “There are so many variables in football. It could be, you have the ball on second and goal from the five with 30 seconds and no timeouts. What are you gonna do right at the end of the game? You’re down eight points. What’s your two-point call? What’s your touchdown call there? What if you have to get the ball a boundary? What are your out-of-bounds plays? Just making sure that you’re overly prepared so the players can just go out there and play football.“

As far as how all of this could shape Michigan’s identity on the field this fall, Campbell and staff want to make sure an up-and-coming bevy of playmakers touch the ball as much as possible as they try to keep everyone fed and involved.

“We have really good players. Like I said, Semaj Morgan, Colson Loveland, the tight end room is really deep. The other guys, Tyler Morris and Donovan Edwards. It has evolved to making sure we get those players the football. I truly believe that coaches kind of get in the way sometimes, and you gotta let your players make the plays. So, just making sure that we have a constant effort of those guys are primary targets on football plays. And if they’re not open, the quarterback can just move on. But trying to make sure our best players touch the football is first and foremost as the evolution of our offense.”

Campbell and head coach Sherrone Moore played a critical role in shaping last season’s offensive attack. Both now find themselves in elevated roles, and the OC speaks highly of Michigan’s new leader at the top of the program.

“He’s been outstanding,” Campbell said. “I mean, Coach Moore and I go back for three years since I’ve been here. I shared an office with him the first year we were here… and I got to know him on a personal level. That relationship really helps me. And then he’s very confident. I mean, he knows the entire system. So it’s great for me. ‘Hey, let’s make sure we get this done or do that.’ So just the added confidence and added support from him has been outstanding. because he’s on top of it. He’s extremely sharp. he knows what he wants. It’s our job to go out there and execute it.”

Campbell also has a drive to keep getting better, even through success. The BTN crew shared an anecdote of him watching him after the College Football Playoff National Championship win over Washington and still having things to work on.

It comes from a place of love and a desire to keep Michigan on top.

“I love this game, I love my family, and I love the University of Michigan,” he said. “I just want to make sure we put the best product out there every Saturday.”