Targeted manipulations of an atom's magnetic moment are tricky, as the charge currents used for this process are extremely difficult to control . Now, a consortium of collaborators in Germany, Switzerland, Slovenia and Italy reports on a solution to this problem in the cover page article of Physic Review Letters 128, Vol. 15. As it appears, the magnetization of an atomic gas can be altered by high-power lasers using a patterned wave front. The method is promising for studying and manipulating the magnetic properties of matter at the nanoscale.