Apparatus and method for producing optically variable devices, optically variable media, dot matrix holograms or embossing substrates. The system includes: a laser beam generator (10), a laser beam shaper (20), a spatial light modulator (30), imaging optics (40) and an image positioner (90, 92). The laser beam generator generates a laser beam, which is shaped by the laser beam shaper to modify the laser beam to an optimized beam profile. The shaped laser beam is modulated by the spatial light modulator, which generates, at a place removed from the substrate surface (63), an optical pattern. The imaging optics causes the optical pattern to be imaged on the substrate surface. An image positioner allows for the optical pattern to be positioned to different areas of the substrate surface. The system can produce adapted optically variable devices, optically variable media, dot matrix holograms or embossing substrates.