2023: Production & HR Complaints
May 26, 2023: Blake Lively reports concerns about Justin Baldoni's and Jamey Heath's behavior to a Sony representative, stating she wanted to file an HR complaint about "both Mr. Baldoni and Mr. Heath's misconduct." Source PDF
May 29, 2023: Another cast member files a sexual harassment complaint against Justin Baldoni for his "gross" and "unwanted comment[s]" towards her and others. Source PDF
November 9, 2023: After the WGA/SAG strikes end, Blake Lively's attorneys provide Wayfarer with a "Protections for Return to Production" document containing 17 requirements.
November 10, 2023: Heath forwards the legal letter to the team and texts: "It begins again." A phone call is held to review all 17 protections and devise responses in case they become public.
2024: Crisis PR Campaign
Early June 2024: Wayfarer begins assembling a "timeline doc" of "alleged incidents" involving Ms. Lively, along with "ZINGERS" intended to attack her reputation. Court documents describe this as "effectively a litigation roadmap." Source PDF
June 17, 2024: Jennifer Abel and Stephanie Jones discuss crisis PR professionals. During her deposition, Abel was asked if she "recommended the retention of any other individuals in this case because they could bury Ms. Lively."
July 26, 2024: Stephanie Jones warns Baldoni, Heath, and Hanks against hiring Melissa Nathan, calling her "shady": "there's a lot of dirty work she has done" and "it's not someone that you should want in Justin's orb." She warns it could be "used as a weapon against him." Source PDF
July 31, 2024: Despite the warnings, Wayfarer hires Melissa Nathan and TAG. The "timeline doc" and "ZINGERS" document is provided to them.
August 2, 2024: TAG circulates "SCENARIO PLANNING" document with strategies including briefing Daily Mail "on background" and "explore planting stories about the weaponization of feminism and how people in BL's circle like Taylor Swift, have been accused of utilizing these tactics to 'bully' into getting what they want." Exhibit 46
August 2, 2024: Melissa Nathan texts Jen Abel: "We can't write we will destroy her... you know we can bury anyone. But I can't write that to him." She adds: "Imagine if a document saying all the things that he wants ends up in the wrong hands." Exhibit 47
August 5, 2024: Emily Baldoni (Justin's wife) shares a viral thread about "hailey bieber's history of bullying many women" and writes: "This is what we would need." Abel responds: "Focus on reddit, TikTok, IG" - using the Bieber/Gomez pile-on as a template. Exhibit 48
August 5, 2024: Nathan sends $175k quote for crisis PR including: "full reddit, full social account take downs... start threads of theories... All of this will be most importantly untraceable." Exhibit 66
August 6, 2024: At the NYC premiere, Wayfarer co-founder Steve Sarowitz allegedly says he's prepared to spend $100 million to "ruin the lives" of Ms. Lively and her family.
August 2024: Unsealed texts reveal actress Jameela Jamil privately messaged Jennifer Abel, calling Lively a "suicide bomber" and "bizarre villain," writing: "I've never seen such a bizarre villain act before. She's OVER over." Abel agreed, with both saying they "hate" Lively.
August 8, 2024: Nathan emails introducing social media operative Jed Wallace of Street Relations to Jamey Heath. They go with "Quote Two" — $30,000/month for 3 months for Wallace's digital campaign. His emails reference "social manipulation" and "proactive fan posting." Source PDF
August 9, 2024: On the day of the film's premiere, Nathan tells Abel that Wallace said: "We are crushing it on Reddit." Source PDF
August 10, 2024: Group chat titled "JB PR (W/O JB)" (without Justin). Katie Case reports: "We've started to see a shift on social, due largely to Jed and his team's efforts to shift the narrative towards shining a spotlight on Blake and Ryan." Heath requests a Zoom "without Justin." Exhibit 71
August 11, 2024: Jed Wallace and Heath discuss moving to Signal. Heath: "As for Signal, I'm not on it, but we'll set that up this week for sure."
August 13-14, 2024: The team discusses using the digital team to "amplify" positive stories about Baldoni and to "boost" a TikTok calling negative reports about him "all nonsense." Strategy documents outline plans to "leverage relationships with Discord, Reddit, X, IG, TikTok, YouTube" to "expose behavior of Blake and other parties" and "engage directly with communities to adjust or influence the conversations taking place in real time." Exhibit 63
August 15, 2024: Nathan celebrates suppressing HR stories: "So okay, we have the four majors standing down on HR complaint."
August 16, 2024: Nathan shares Daily Mail article "Is Blake Lively set to be CANCELLED?" and takes credit: "That's why you hired me right? I'm the best."
August 18, 2024: Even Baldoni notices suspicious activity, texting the PR group: "I've been seeing some IG comments on random posts defending me by people who are private with no followers and they feel like bots. Can you please confirm we are not doing any of that?" Nathan denies bots, saying "the other team is doing something very specific" and "any digital team these days is far more intelligent to utilise something so obvious." Exhibit 65
August–December 2024: Major pop culture subreddits including r/Fauxmoi turn against Lively. A pro-Baldoni subreddit is created and begins directing attacks on pro-Lively subreddits. Reddit intervenes, issuing a warning for "community interference." Users who post Wallace's name on Reddit find their comments mass-downvoted to -82 within hours, with experiments showing coordinated downvoting happening on the hour — consistent with organized vote manipulation.
Mid-August 2024: Defendants admit litigation was foreseeable. Communications shift to Signal with auto-delete enabled.
December 21, 2024: The New York Times publishes exposé based on text messages provided by Lively's team.
December 22, 2024: Baldoni releases video showing his iPad with text messages. Countersuit preparations begin.
2025: Depositions & Key Revelations
February 2025: Communications reveal discussions about "Taylor Swift's involvement and potential deposition" and alleged "attempts to silence social media creators critical of Lively."
June 9, 2025: Wayfarer's countersuit is dismissed by the Court.
September 2025: Depositions of Jennifer Abel and Melissa Nathan. Nathan confirms she used Signal with auto-delete during the campaign. Abel testifies she "did not recall" Signal communications.
October 2025: Depositions of Baldoni and Heath. Baldoni admits he ignored warnings about Nathan. Heath repeatedly says "I may have" when asked about Signal communications and confirms he knew about Jones's warnings not to hire Nathan.
December 9, 2025: Case referred to Magistrate Judge for settlement discussions.
Text Message Exhibits
Group chat discussing scenario planning document for crisis PR strategy.
Participants: Katie Case, Justin Baldoni, Breanna Butler, Melissa Nathan (Owner), Jamey Heath, Jen Abel
8:52:48 AM
Katie Case
Hi all — as promised, sending our scenario planning document here before our call. Looking forward to discussing this in greater detail, and to the groups' thoughts and feedback. Thank you!
[Attachment: Wayfarer Scenario Planning PDF]
9:14:42 AM
Justin Baldoni
Just read
Please note this is my 3rd film as a director - not my first
9:21:47 AM
Breanna Butler
Yes, apologies making that correction
9:23:22 AM
Katie Case
Correction made here. Looking forward to running through this in greater detail shortly!
10:57:47 AM
Justin Baldoni
Hi guys, I'm running behind here.
Can we meet in 30 minutes
10:59:50 AM
Melissa Nathan (Owner)
I'm so sorry- I personally have a call 11:45am so 15 mins after we jump on. I can kick off the call and then everyone else can stay on if that's okay and then if you want to call me later, I'm around all day just on my mobile?
11:03:40 AM
Jamey Heath
I'm in the zoom link but need to be let in
11:04:05 AM
Melissa Nathan (Owner)
We can start without Justin if that's ok? We jumped off the zoom.
11:04:13 AM
Jen Abel
Yes let's do that
11:04:41 AM
Justin Baldoni
The last surprise friend is just getting here who was delayed and I need to go get her
11:11:23 AM
Justin Baldoni
I'm sorry these time differences are really hard for me with everything im managing here
11:26:38 AM
Justin Baldoni
Can I get the zoom link
11:27:12 AM
Katie Case
Of course! Here you go: [Zoom link]
Private conversation between PR professionals discussing strategy and Justin Baldoni's concerns about the scenario planning document.
Participants: Melissa Nathan (Owner), Jen Abel
9:47:55 AM
Melissa Nathan
Of course- but you know when we send over documents we can't send over the work we will or could do because that could get us in a lot of trouble
Jen Abel
[Shared screenshot of text from Justin Baldoni]:
Justin Baldoni: Morning. Not in love with the document they sent - Not sure I'm feeling the protection I felt on the call
Reply: This is the first time I've personally gone through scenario planning with them so I think let's let them discuss the thinking behind the document... Be honest on this call and let's give real feedback to each point.
Justin Baldoni: Yeah, just feels very much like there is not much defense and also them feeling strong like she's going to do something just a bit concerning what everyone had originally thought
Reply: The truth is your defense. You have done nothing wrong and there is over a year worth of facts and paper trails and people who can go on background as your defense... we need to prepare as if she will also go through any great lengths with press. It's a good thing if we all prepare for the worst outcome because then if and when it's not as bad we are OVER prepared
9:48:24 AM
Melissa Nathan
We can't write it down to him
We can't write we will destroy her. We will go to this. We will do this. We will do this. We will do this.
9:48:42 AM
Jen Abel
Of course not. But I told him that's the point of talking through
9:49:03 AM
Melissa Nathan
He has to look at it as an information document for us to be armed with. That's all. Imagine if a document saying all the things that he wants ends up in the wrong hands.
9:49:22 AM
Melissa Nathan
The work is not the document. The work is the fucking crisis lol
9:49:45 AM
Jen Abel
If it's any consolation, he's like this with everything. Over thinks. Stresses. High anxiety.
9:49:54 AM
Jen Abel
He just needs to be educated on how this process works
9:50:10 AM
Melissa Nathan
you know we can bury anyone
But I can't write that to him
I will, I'll be very tough
9:50:40 AM
Melissa Nathan
And also, as you know, this is twisting turning because we don't know their moves
9:51:00 AM
Melissa Nathan
I may just drink half a tank of Pepto-Bismol and I'll be ready for the call
9:52:30 AM
Melissa Nathan
He also cannot come across as a victim here. We are Walking a very fine line
9:52:58 AM
Jen Abel
Exactly. He can't look guilty either by shying away from this stuff
10:56:54 AM
Melissa Nathan
Basically pre call: "This is a Strategy doc, not an execution doc, this is for us to keep on hand and reference as her strategy and plan comes to light/knowing where and when to get ahead, how to operate, etc."
Discussion about press strategy and social media approach, including reference to Hailey Bieber bullying thread as template.
Participants: Jennifer Able, Henny Grace (Owner/Justin Baldoni's wife)
10:42:14 AM
Jennifer Able
Sony is having a hard time with the word "friction". They think it will be taken out as clickbait. They obviously don't know about our strategy but let's stick to the words of "challenge" and the role you had as director to get everyone to come together and be on the same page to create something beautiful. LOVE what you're saying about the intimacy coordinators and stunt coordinators and how involved Blake was in the scenes to ensure everyone felt safe. That you took a step back. That's EXCELLENT.
12:06:57 PM
Henny Grace (Owner)
This is what we would need
[Shared screenshot of viral Twitter thread: "hailey bieber's history of bullying many women"]
12:08:10 PM
Jennifer Able
Yes I literally just spoke to Melissa about this on the break about what we discussed last night for social and digital
12:08:16 PM
Jennifer Able
Focus on reddit, TikTok, IG
2:44:25 PM
Henny Grace (Owner)
[Link to celebritykind.com]
She wants to interview me
2:44:57 PM
Jennifer Able
Want to have her email me?
3:57:06 PM
Henny Grace (Owner)
She is emailing - I said I would make it happen
Discussion about social media sentiment, TikTok videos, and digital amplification strategy.
Participants: Henny Grace (Owner), Brianna TAG, Katie TAG, Jennifer Able
5:40:41 AM
Henny Grace (Owner)
[TikTok link]
Please watch this entire video.
10:23:45 AM
Brianna TAG
Yes, a lot of this sentiment has been shared and expressed across social media. People are reading through her self-centered promo
2:21:00 PM
Henny Grace (Owner)
[TikTok link]
2:23:14 PM
Jennifer Able
Yes we have this and this is what the digital team is amplifying
2:23:25 PM
Jennifer Able
There is also an entire Reddit thread dedicated to this video
2:26:42 PM
Henny Grace (Owner)
Oh wow- it's hit Reddit?
4:18:09 PM
Henny Grace (Owner)
This is the celebrity kind interview I did - I think me saying I wanted a trigger warning is a good thing -
4:18:28 PM
Jennifer Able
Yes that's what we are pushing out
4:18:49 PM
Henny Grace (Owner)
And that in my cut there was a big call to action BEFORE my name -
4:18:53 PM
Henny Grace (Owner)
But no one can know that
4:45:49 PM
Henny Grace (Owner)
Hey guys, just a heads up. I'm getting friends reaching out, saying they're having a lot of PR articles slandering me coming up on their feed. So obviously they are pushing these things out...
7:21:01 PM
Jennifer Able
Just sharing this because it's getting a ton of pickup. In a good way. Proud to work with you JB!
[TikTok link]
Discussion about elevator incident videos, TikTok boosting, and explicit denial of using bots.
Participants: Justin B (Owner), Jennifer Able, Matthew Mitchell, Brianna TAG, Melissa TAG
1:37:22 AM
Justin B (Owner)
Did you guys hear we got stuck in an elevator at AMC
1:37:28 AM
Justin B (Owner)
lol
1:45:39 AM
Jennifer Able
Oh my god the videos are hilarious
1:45:45 AM
Jennifer Able
I'll share with the team in the am
12:56:27 PM
Justin B (Owner)
To boost
[TikTok links with attachments]
1:08:39 PM
Brianna TAG
Will let digital know!
1:10:52 PM
Jennifer Able
Yes definitely let's boost these vids. I sent our digital team the vids that were shot and they will edit something funny together for next week to post.
6:02:04 PM
Justin B (Owner)
Hey Tag team, I've been seeing some IG comments on random posts defending me by people who are private with no followers and they feel like bots. Can you please confirm we are not doing any of that? I really don't want bots defending me as it feeds into their potential narrative
6:06:43 PM
Melissa TAG
I can fully fully confirm we do not have bots. This is not also what we do- bots look fake to anyone. The other team is doing something very specific in terms of what they do. I know Jamey & Jed connected on this. Bots and fan accounts also run pretty organically by now with all the AI platforms and Google Analytics itself - there is no bot army that's a myth these days. Any digital team these days is far more intelligent to utilise something so obvious.
6:08:43 PM
Justin B (Owner)
Ok thank you
6:27:33 PM
Melissa TAG
Nothing new today. All looking good- we still have a little way to go. I would say about a week left staying extra cautious..
6:37:36 PM
Justin B (Owner)
I appreciate you all. Thanks for helping me get through this
6:38:05 PM
Melissa TAG
#teamJB
Melissa Nathan's detailed proposal for social media crisis management, including costs for Reddit manipulation and "untraceable" operations.
Participants: Melissa Nathan → Jamey Heath, Jennifer Abel
11:42 PM (Edited 11:43 PM)
Melissa Nathan
Hi Jamey, Jen
So incredibly glad that the press went so well today and from what I know, Justin felt incredibly supported. He is lucky to have you all.
We took the day today to do some research and get digital quotes in from the two teams we use that get the best results.
As you are both aware, we are in a predicament that we just do not know the outcome of right now.
Saying that, full transparency is key here, we have seen the most innocuous issues turn giant due to socials or the hugest crisis have no effects on social whatsoever- you just cannot tell at this stage. But, BL does have some of the TS fanbase so we will be taking it extremely seriously.
We also understand audience is not solely JB fanbase but, the studio so it is covering all bases time.
Quote one: $175k - this will be for a 3-4 month period and includes: website (to discuss) full reddit, full social account take downs, full social crisis team on hand for anything - engage with audiences in the right way, start threads of theories (to discuss) this is the way to be fully 100% protected.
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.
All of this will be most importantly untraceable.
There is a lot more to both of these quotes but, easier to discuss via phone in terms of capabilities and what I have personally experienced in and out of crisis scenarios.
Either way, I do feel it is better to be safe but - I do realize costs are something I am sure you did not count on when you took on this project nor, this situation.
Let me know when you would like to discuss more - around on PT tomorrow.
M
PR coordination chat explicitly excluding Justin Baldoni. Discusses narrative shifting, digital boosting, and media monitoring.
Participants: Katie Case, Matthew Mitchell, Jamey Heath (Owner), Melissa Nathan, Breanna B
12:35:40 PM
Katie Case
Hi team — so far, extremely limited pickup on Daily Mail or Page Six. We'll continue to keep an eye out and send pieces as needed, but so far it's been steady coverage on pure speculation. We've also started to see a shift on social, due largely to Jed and his team's efforts to shift the narrative towards shining a spotlight on Blake and Ryan. Again we'll continue to send links and screenshots but wanted to send an update in the meantime.
12:37:22 PM
Participant
Thanks katie we are seeing the same thing.
2:29:01 PM
Jamey Heath (Owner)
Thanks Katie. I'd like to have a quick zoom today if we can all arrange without Justin. Is that possible for all?
3:01:26 PM
Matthew Mitchell
Happy to jump on too....likely off camera, no one needs to see this today.
3:37:15 PM
Melissa Nathan
Sorry, I was in an appointment. 3pm PT is good!
4:01:20 PM
Participant
Would be great for the digital team to boost this in any way possible...
[TikTok link]
4:01:44 PM
Katie Case
We'll flag to them!
4:02:59 PM
Participant
And I like that this is now getting some viral attention
[TikTok link]
4:26:05 PM
Participant
[Daily Mail article link]
The headline is clickbait but it just recirculates their previous article
4:36:40 PM
Participant
Sharing this here too in case digital has an idea of how to amplify:
[Hollywood Reporter article link]
4:37:14 PM
Katie Case
Thank you! We'll share this as well — at the very least ask for engagement in the comments
5:17:27 PM
Matthew Mitchell
[Instagram reel link]
5:17:32 PM
Matthew Mitchell
We love a nice shady moment!
5:18:38 PM
Melissa Nathan
You had my attention straight away when I saw the word shady
5:19:50 PM
Matthew Mitchell
No comments allowed. "updated version...I like it way better" Honestly it's gold.
6:55:28 PM
Katie Case
[NY Post article: "It Ends With Us blooms in No. 1 box office spot"]
8:41:23 PM
Katie Case
FYI
[Screenshot of DeuxMoi submission about "It Ends With Us" drama]
9:55:59 PM
Participant
Thanks katie. I forwarded two requests for comment regarding the NYP and DM articles. Just fyi
Unsealed Texts - Jameela Jamil & Jennifer Abel (August 2024)
Private messages between actress Jameela Jamil and publicist Jennifer Abel reacting to TikTok criticism of Lively's film promotion. Unsealed in January 2026.
Participants: Jameela Jamil, Jennifer Abel
Jennifer Abel
I hate her so much
Jameela Jamil
She's a suicide bomber at this point
Jameela Jamil
I've never seen such a bizarre villain act before. She's OVER over