Blake Lively Accuses Justin Baldoni and Wayfarer Studios of Sexual Harassment and Retaliation

Last summer, as the highly anticipated film It Ends With Us neared its release, tensions arose on set. The film’s director and star, Justin Baldoni, along with lead producer Jamey Heath, hired a crisis public relations expert amidst mounting allegations of misconduct.

Shooting Set Allegations

During the filming process, costar Blake Lively reported that Baldoni and Heath repeatedly violated her physical boundaries and made inappropriate sexual comments. In response, the film’s studio, Wayfarer, promised to bolster set safety by implementing new protocols, including an intimacy coordinator and an outside producer. Additionally, a side letter to Lively’s contract, signed by Heath, assured no retaliation for her claims.

The PR Battle Begins

However, in August, Baldoni and Heath’s attitude shifted. According to Lively’s legal complaint, they became fearful of public backlash and aimed to tarnish her reputation rather than address her accusations of misconduct. During this time, a legal filing claims that the PR team made efforts to harm Lively’s public image.

Evidence from Subpoenaed Documents

Lively’s complaint includes excerpts from thousands of pages of text messages and emails obtained through a subpoena. These documents were reviewed by the New York Times and reveal a systematic strategy to undermine Lively’s career. The attacks coincided with the film’s release, which became a box office hit, grossing nearly $350 million worldwide, but also saw an unprecedented surge in negative online criticism towards Lively.

The Playbook: Smear Campaign Tactics

The strategy documents reveal detailed tactics that extended beyond typical gossip columns and tabloids. The text messages demonstrate a thorough plan to discredit Lively by boosting harmful social media posts and highlighting negative facets of her career.

One notable exchange revealed Baldoni’s determination: “He wants to feel like she can be buried,” a publicist wrote in an August text message to the crisis management expert, Melissa Nathan. Nathan responded, “You know we can bury anyone.”

Hired Guns and Digital Manipulation

Melissa Nathan, whose clients include Johnny Depp and rappers Drake and Travis Scott, led a campaign that focused on preventing stories about Baldoni’s behavior on set while emphasizing negative narratives about Lively. Jed Wallace, known as a “hired gun,” directed a digital strategy aimed at amplifying content that benefited their cause.

Consequences of the Campaign

The effort to tarnish Lively’s reputation appears to have been effective. Within days of the film’s release, negative media coverage and commentary became a significant portion of her online presence. According to a forensic review she commissioned, her career faced its biggest reputational hit. Brands associated with her lost sales, and social media portrayals of her became highly negative. For instance, the Daily Mail questioned whether she would be ‘CANCELLED’ one week into the attacks.