An information processing apparatus generates rendered images associated with 3D representations of an object indicated by image groups each including a plurality of parts of 2D images by using the image group to perform at least one of movement and deformation of each part included in the image groups. At this time, the apparatus sequentially decides rendering directions in which the object is rendered in the rendered images, and determines a moving direction determined by transition of the sequentially decided rendering directions. The apparatus differentiates the rendering direction, in which at least some parts of the image groups used to generate the rendered images are changed to different parts, in accordance with the determined moving direction.