by Ann-Caryn Cleveland
Project Developer, The Tillman Story


New technologies pop up every day, but how will they change the future of story?

The basic foundation of story was explained by Aristotle over 2,300 years ago. He explained in Rhetoric, his ancient Greek treatise on the art of persuasion, that in order to connect to your audience and create a great story, you must have Logos, Ethos and Pathos.

Logos means to make the idea/story relevant to the world of the listener.

Ethos is the reputation, credibility, trustworthiness built by the storyteller.

Pathos is the critical emotional environment of the story.

There are definitely moments where an audience is not ready to hear your message. In order to create pathos, you have to prepare the path for the story to break through. A crappy story never achieves pathos, never breaks through. But a great story – a really great story, achieves the ultimate engagement – Pathos.

In The Pat Tillman Story, a real life Pat Tillman is a pro football player that decided to give up his multi-million dollar contract, join the army and fight for his country.



Doing this forever changed his destiny and made him a symbol of heroism and our human fragility. The lingering questions from this story still remain as a cloud that may forever change the ethos of the American government…

Soon, the Tillman Project will debut as part of Mozilla and Tribeca’s Living Docs Project as a chance for the audience to ask and find the answers to the lingering questions of an important American story. While the foundations of a great story won’t change, you can now change how it makes a difference.

So, when the project debuts, how will you change The Pat Tillman Story?