Anyone following the intense drama during the It Ends With Us press tour knows that things between co-stars Blake Lively and Justin Baldoni were far from cordial. Much of the blame for the tension fell on Lively and her husband, Ryan Reynolds, with stories circulating about how Lively was difficult to work with and how Reynolds helped rewrite parts of the script without Baldoni’s knowledge.
Now, with Lively’s formal complaint against Baldoni and his production company, Wayfarer Studios, citing a litany of allegations, the public is uncovering the insidious tactics Baldoni and his PR team — led by Melissa Nathan, known for her work with Johnny Depp during the Amber Heard trial — allegedly used to “astroturf” Lively in a complex smear campaign.
Among the troubling texts, one from Nathan to Baldoni stands out. It references a now-infamous Hailey Bieber social media post — a viral thread detailing Bieber’s alleged history of bullying. This thread reportedly became the blueprint for a similar campaign targeting Lively. Court filings reveal Baldoni forwarding the post, which stated, “Hailey Bieber’s history of bullying many women (not just Selena Gomez) throughout the years,” and adding, “This is what we would need.” The team then discussed using platforms like TikTok, Reddit, and Instagram to amplify damaging narratives about Lively.
This alleged strategy was part of a broader harassment campaign, as Lively’s legal team claims. The complaint accuses Baldoni’s camp of deploying manipulative tactics such as astroturfing — creating fake grassroots criticism — to undermine Lively’s reputation during a contentious fallout from their collaboration on It Ends with Us.
While this social media plot takes center stage, the lawsuit also highlights a toxic work environment and other retaliatory efforts by Baldoni’s team, including claims Baldoni added graphic content to the film without Lively’s consent and made inappropriate comments about her personal life. The complaint also accuses Baldoni of engaging in unwanted physical intimacy, such as biting and sucking on her lip during scenes, and improvising kisses without prior agreement.
Baldoni, through his legal counsel, has vehemently denied the allegations, dismissing them as “false” and “salacious.” Meanwhile, Lively has stated her goal is to expose harmful practices and protect others from similar campaigns.
With Hollywood and fans watching closely, this case highlights the ongoing challenges women in the industry face. It’s a clear reminder of how quickly narratives can be shaped — and turned against them. Allegations like these urge us to question the stories we’re fed and consider who might be controlling the message.
Before you go, click here to see Blake Lively’s best Met Gala fashion photos over the years.
