Improved techniques for determining an object's 3D orientation. An image is analyzed to identify a 2D object and a first set of key points. The first set defines a first polygon. A 3D virtual object is generated. This 3D virtual object has a second set of key points defining a second polygon representing an orientation of the 3D virtual object. The second polygon is rotated a selected number of times. For each rotation, each rotated polygon is reprojected into 2D space, and a matching score is determined between each reprojected polygon and the first polygon. A specific reprojected polygon is selected whose corresponding matching score is lowest. The orientation of the 3D virtual object is set to an orientation corresponding to the specific reprojected polygon. Based on the orientation of the 3D virtual object, an area of focus of the 2D object is determined.