The drama surrounding It Ends With Us isn’t just on the big screen.
New court documents reveal the jaw-dropping cost and strategy behind Justin Baldoni’s efforts to manage a very public feud with co-star Blake Lively.
At the center of the storm was social media strategist Jed Wallace, who was reportedly paid $90,000 for just three months of work.
A $90,000 Social Media Push
Emails and invoices recently unsealed show Wallace was brought on by Baldoni and his business partner Jamey Heath’s production company, Wayfarer Studios, under a three-month contract paying $30,000 per month.
Wallace’s LinkedIn profile, since deleted, described him as a “hired gun” with a proprietary formula for identifying artists and trends — Hollywood speak for someone who can navigate tricky public narratives online.
Baldoni’s publicist, Melissa Nathan, introduced Wallace to Heath via email in August 2024, praising his global behind-the-scenes work.
Wallace responded that his team would coordinate with Nathan’s firm, TAG, but operate independently.
Untraceable Online Engagement
Texts and emails show Nathan discussed a two-part plan for “untraceable” social media work, including fan engagement and interacting with negative accounts online to steer the conversation in Baldoni’s favor.
One source confirmed that Wallace’s firm, Street Relations, was tasked with creating anonymous accounts to boost pro-Baldoni stories and push back against Lively supporters.
Interestingly, the source said that much of this work turned out to be unnecessary, as criticism of Lively was already rampant from real social media users.
Accusations of a Smear Campaign
Lively’s team insists that the documents point to a deliberate effort to smear the actress online.
Her spokesperson told the Daily Mail that there’s an “overwhelming amount of evidence” documenting what they call a coordinated campaign by Baldoni, Wallace, Nathan, and Wayfarer Studios.
Wallace, however, has denied any wrongdoing, insisting he was only monitoring social media for Baldoni’s team.
In July, a judge dismissed Lively’s claims against him, and Wallace has filed a defamation lawsuit against Lively in Texas, saying she falsely accused him of harassment and improper conduct.
Hollywood Team Chats and Opinions
Internal texts from Baldoni’s team reveal frustration and blunt commentary about Lively’s behavior.
In one exchange, an employee told colleagues that Lively’s team needed to “grow up” and emphasized that negative press was not orchestrated by their side.
They pointed to Lively’s promotional posts for the film, which encouraged fans to dress up for a dark, serious movie, calling it “organic” criticism from real audiences, not fake accounts.
The High Cost of Crisis Management
Documents also reveal the staggering cost of Baldoni’s broader PR efforts.
Heath texted a friend in August 2024 that he was spending $9 million on a crisis communications team, along with additional PR costs.
A source suggested Heath may have been exaggerating, noting that TAG’s fee was $15,000.
Still, it shows the lengths Baldoni and his team went to manage the situation.
Baldoni’s Perspective
Baldoni himself expressed the pressure of navigating the conflict.
In a January 2024 text to film executives, he described feeling “held hostage” by Lively while trying to balance directing and producing the film.
He acknowledged the fear of her using anything against him, but added, “I know I have protection.”
The unsealed documents give a rare peek behind the curtain of Hollywood PR, showing the mix of strategy, expense, and tension that can accompany high-profile disputes on major films.
