UNC took the opening kickoff on Monday night for a textbook seven-play, 83-yard drive, with an impressive mix of slashing runs and big passes, capped by an 8-yard touchdown jaunt by Caleb Hood.
Then, reality set in.
TCU soon responded and took control of the game in the second quarter en route to a 48-14 trouncing of the Tar Heels that took all the wind out of the packed Kenan Stadium crowd and had fans filing for the exits in the third quarter.
"We had too many self-inflicted wounds," Belichick said.
The Horned Frogs' defense scored twice, picking off new UNC quarterback Gio Lopez for a pick six and later recovering Lopez's fumble and returning it for a score as well. Bud Clark's 25-yard return late in the second was the first of two defensive touchdowns for the Horned Frogs (1-0), the other being Devean Deal's 37-yard scoop-and-score in the third.
ALSO SEE | Fans say excitement remains despite rough opening loss
It was a rough debut for Lopez after the sparkling first drive. He finished just 4-of-10 passing for 69 yards, and had -10 yards rushing on seven carries. He suffered a back injury in the third quarter and headed to the locker room.
The Heels (0-1) then brought in Max Johnson, who engineered a scoring drive, tossing a 2-yard touchdown pass to his brother, Jake Johnson.
TCU's Josh Hoover threw for two scores while Jordan Dwyer finished with nine catches for 136 yards and a 27-yard first-quarter TD. Trent Battle added his own score by running untouched around the left side for 28 yards as TCU built a 41-7 lead.
TCU outgained UNC 542-222 in total offense.
"Give TCU credit," Belichick said. "They came in and did a good job, and they were clearly the better team tonight."
Belichick had overhauled the UNC roster, bringing in roughly 70 new players between transfers and incoming recruits. This game was a sign that it will take time to make good on UNC's bet that he can elevate its football program. The Heels have a short turnaround, visiting the state's biggest city with a trip to Charlotte on Saturday.
The buildup to the season here had included plenty of added buzz, including the school selling out all its season tickets - at an elevated price - and single-game seats for the season. The game also attracted ESPN to hold a pregame studio show from the Kenan Stadium sideline, where Belichick popped over before the game to share a hello with former Alabama coach Nick Saban and the rest of that crew.
Belichick also roamed the field during pregame warmups as though taking it all in for the better part of a half-hour. At one point, he stood on the UNC end of the field with general manager Michael Lombardi watching the Tar Heels, then shared a quick handshake with Atlantic Coast Conference commissioner Jim Phillips as he made his way toward midfield.
Once there, he shook hands with members of the officiating crew and stood near midfield watching the Horned Frogs players as they went through warm-up drills.
The game also attracted notable former UNC figures from years past, including NBA legend Michael Jordan - who won a national championship under Dean Smith here in 1982 - and former UNC star linebacker Lawrence Taylor, who played under Belichick when Belichick was an assistant and eventually defensive coordinator with the New York Giants during the 1980s.
"It was a great atmosphere for the game tonight. Fans had tremendous energy, and we played competitively, but then couldn't sustain it," Belichick said.
The Associated Press contributed.