The Hudson filter was based on the texture of the chalkboard in his kitchen, and now elements of his kitchen chalkboard were being shared the world over. Systrom was giving him public credit, at least. The CEO had to change the name of the Spectra filter because Polaroid owned the brand name. He renamed it Rise. Cole was touched when he found out from a TechCrunch post. Years later, he’d launch his own filter app.
