First off, the video: Lynch's 9 Yard TD Run. And now, the GIF:

First off, this play was destined to succeed. The Packers are playing in the nickel defense with only 10 men. They have 6 in the box, and it's basically 5, as the middle linebacker is wandering around pretty far off the line, clueless as to his surrounding environment.

Now, let's talk about the play. It's supposed to look like a classic inside zone blocking scheme run with a cutback available. The line moves from left to right, Russell Okung moves from the combo block to the middle linebacker. It doesn't really matter, because the middle linebacker is following the play, and drifts with it, basically pulling himself out of the play. Normally from this play design you would expect Luke Willson to chip to the defensive end, and move up to the strongside linebacker. But instead, Tom Cable and Darrell Bevell decide to have some fun with it.

Luke Willson goes against the entire flow of the play, and hits Clay Matthews with the "wrong shoulder" technique. Clay Matthews is doing everything right. He is sitting down, playing the cutback. He has Marshawn dead in his sights. He doesn't see Willson for a second.

Now, if you've ever played a team that trains their players to hit "wrong shoulder" you know it's a shock. Its like running into a wall you didn't see. Wrong should means that you hit the shoulder that is actually downfield. A traditional block or hit ends up centering on the chest, and glances towards the upfield shoulder. Defenses that are playing trap and pulling guard teams will often train the wrong shoulder technique as a way to knock pulling lineman back into the backfield.

The block itself by Willson, is not beautiful. It's actually obvious that Willson is a little overmatched. But that doesn't matter. The play design is so beautiful that it doesn't matter. It's a play you see more often in high school, as a trap play where the receiver in the slot might pop a defensive end/outside linebacker. But it doesn't work in the pros. Or so is the idea.

That is what is so beautiful about this coaching staff. Nothing is off the table. Pop-passes. Chuck and duck against cover zero blitzes. Wrong shoulder. Tight ends blowing up outside linebackers on backwards traps. These are plays that "don't work in the NFL". And they are gorgeous.