embodiments described herein are directed to generating a variable data image using a variable data image generator . the variable data image generator assigns a variable identifier to a specified location in a 3d scene to identify the specified location as being variable and populate the 3d scene with a component at the specified location based on the variable identifier and in response to a predefined populating rule . the predefined populating rule is applied based on an attribute of a recipient for which a static image of the 3d scene is to be generated . the component is selected and inserted at the specified location in accordance with the populating rule and with a perspective substantially matching a perspective of the specified location . the variable data generator outputs the static image of the 3d scene for the recipient , wherein the static image includes the component .