Red Zone question

Does McVay just attack the red zone and two point conversations via schematics as opposed to actual plays? Some teams seem to have designed plays, ala the Philly special, while the Rams seem to just play using their unsuccessful concepts in the red area, the fades and picks. Do we need a RZ coach that designs plays that are maybe different than typical McVay concepts? I watch other teams and am like wow what a brilliant design. I watch us and it's like can Kupp or Puka juke their dude and Stafford make tight window throw?