An apparatus includes a projection unit configured to project a video image, a capturing unit configured to capture an image, an identification unit configured to identify a shape of a surface onto which the video image is to be projected, based on the captured image, an inference unit configured to infer a viewpoint position and an attitude of a viewer of the video image based on the captured image, a correction unit configured to correct the video image based on the shape of the surface and the viewpoint position and the attitude of the viewer, and a control unit configured to control the projection unit to project the corrected video image.