Judge unseals explosive emails in Justin Baldoni-Blake Lively legal showdown

A New York federal judge has unsealed over 60 emails and text messages that lie at the center of the ongoing legal dispute connected to actress Blake Lively and her It Ends With Us co-star and director, Justin Baldoni. The newly released communications shed light on behind-the-scenes attempts involving crisis management and efforts to impact public perception surrounding the movie release.

General What does the documents reveal?

The unsealed documents cited that Baldoni’s team had engaged a crisis management firm to oversee public messaging about the film’s release. Internal discussions reportedly reveal that the plan was made to protect the film’s reputation and handle the fallout from Lively’s public remarks.

Interestingly, the emails also show that the well-defined strategy was ultimately considered unnecessary, as organic criticism and digital discussion had already started circulating naturally. Still, the documents expose careful coordination, raising questions about the tactics used to shape celebrity narratives.

General Emails reveal social media strategy

Among the unsealed documents is an August 2024 email received by Page Six, in which Baldoni’s publicist, Melissa Nathan, introduced his Wayfarer Studios business partner, Jamey Heath, to social media expert Jed Wallace. Wallace, a PR contractor and owner of Street Relations, had a LinkedIn profile that described him as a “hired gun” with a “proprietary formula for defining artists and trends.”

Nathan cited, “Please meet Jed who will be having his team assist on all social activity based off our own conversations as well as their digital plan you are in receipt of.” She also noted that Wallace was “aware” that Nathan and her PR company, The Agency Group (TAG), would be “going for their Quote two option for $30,000 PM for 3 months.” She emphasized that Wallace and his team had “worked on some of the most monumental (behind the scenes) projects globally” and included that TAG would be “working alongside” him.

As per the Daily Mail, Nathan had earlier referenced a two-part quote for “mostly untraceable” social media services in a text to Heath. She wrote, “Quote two $25k per month — min 3 months as it needs to seed same as above — this will be for creation of social fan engagement to go back and forth with any negative accounts, helping to change narrative and stay on track,” showing that “all of this will be most importantly untraceable.”

A source mentioned to the Daily Mail that “quote two” referred to Wallace and Street Relations, and that the “creation of social fan engagement to go back and forth with any negative accounts” involved using anonymous accounts by Wallace’s team to amplify pro-Baldoni news and engage with Lively’s fans online.

General Denials and counterclaims

Wallace, who is suing Lively for defamation, has denied involvement in a smear campaign or using of fake accounts, claiming he was only managing social media for Baldoni’s team. Baldoni himself has denied the allegations and countersued Lively and her husband, Ryan Reynolds, for defamation and extortion, though his lawsuit was dismissed in June.

The case has drawn intense public and media scrutiny, with both Lively and Baldoni anticipated to testify when the trial proceeds in March 2026. Beyond the individual battle , the revelations raise concerns about ethics in celebrity PR, the use of anonymous accounts to manipulate narratives, and the influence of social media.

General FAQs:

Q1. Who is Jed Wallace?
He is a social media expert and PR contractor connected to Baldoni’s team. He reportedly managed online fan engagement and monitored discussions about the movie.

Q2. What are the unsealed documents about?
They include emails and text messages central to the legal battle between Blake Lively and Justin Baldoni. The communications detail strategies to manage public perception and crisis communications.

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