Bose-Einstein condensates are superfluids which when engineered under suitable laboratory conditions support dissipationless flows and facilitate the development of quantum enhanced applications. Realising those suitable conditions requires experimental technologies which enable the complete dynamical control of the superfluid density and velocity profiles. This thesis conceives and demonstrates several dynamical controls using optical potentials formed using commercially available spatial-light-modulator technologies, and constitutes important progress toward many future experiments and the realisation of practical applications.