Play calling was mediocre. Some good ones, some poor ones, many OK ones. The point of offense, like pitching in baseball, is to keep the opponent off balance. Throw a change in a fastball situation. Pass when it's a running situation. Run when it's a passing situation. You're much more likely to be successful with execution if you do the opposite of the expected.
Too many times against ISU Iowa was predictable. And in the first half, way too many drop-back pass attempts that played into the hands of the ISU rush. When you have a QB like Beathard, drop-backs should be limited and rollouts off play action should be the go-to call.
So while there were some specific instances of brilliant play calling--like that last rollout TD to McCarron--but still way too many predictable ones, especially at the end of the half.
So there are positive signs, but there is plenty of room for improvement in the play calling. As a great coach used to say, "Scratch where it itches." And don't forget about the TEs.