diff --git a/antlir/antlir2/testing/image_test/BUCK b/antlir/antlir2/testing/image_test/BUCK
index c7aafff69d..4306434296 100644
--- a/antlir/antlir2/testing/image_test/BUCK
+++ b/antlir/antlir2/testing/image_test/BUCK
@@ -24,6 +24,7 @@ rust_binary(
         "clap",
         "serde",
         "tempfile",
+        "textwrap",
         "tracing",
         "tracing-subscriber",
         ":image_test_lib",
@@ -55,6 +56,11 @@ feature.new(
             dst = "/etc/profile.d/zz-help.sh",
             mode = "a+rx",
         ),
+        feature.ensure_dirs_exist(dirs = "/__antlir2_image_test__"),
+        feature.install(
+            src = ":image-test",
+            dst = "/__antlir2_image_test__/image-test",
+        ),
     ],
     visibility = ["PUBLIC"],
 )
diff --git a/antlir/antlir2/testing/image_test/help.sh b/antlir/antlir2/testing/image_test/help.sh
index df52d67f4a..5aa1f3a3f6 100644
--- a/antlir/antlir2/testing/image_test/help.sh
+++ b/antlir/antlir2/testing/image_test/help.sh
@@ -4,55 +4,4 @@
 # This source code is licensed under the MIT license found in the
 # LICENSE file in the root directory of this source tree.
 
-# Generated with:
-#
-# cowsay -f moose -W 80 <<EOF
-# This is an antlir2 booted image test.
-#
-# Press ^] three times within 1s to kill the container.
-#
-# You have been auto-logged in to a root console. Feel free to mess around here,
-# any changes you make will be thrown away when the container exits.
-#
-# Soon, this will be populated with a copy-pasteable command, but for now...
-#
-# To run your test interactively:
-#
-# In another shell on your host:
-#
-# 'buck2 build --show-full-output \$test[inner_test]'
-#
-# In this shell:
-#
-# Run the binary at that path printed above
-# EOF
-
-cat <<EOF
- ________________________________________________________________________________
-/ This is an antlir2 booted image test.                                          \\
-|                                                                                |
-| Press ^] three times within 1s to kill the container.                          |
-|                                                                                |
-| You have been auto-logged in to a root console. Feel free to mess around here, |
-| any changes you make will be thrown away when the container exits.             |
-|                                                                                |
-| Soon, this will be populated with a copy-pasteable command, but for now...     |
-|                                                                                |
-| To run your test interactively:                                                |
-|                                                                                |
-| In another shell on your host:                                                 |
-|                                                                                |
-| 'buck2 build --show-full-output '\$test[inner_test]'                            |
-|                                                                                |
-| In this shell:                                                                 |
-|                                                                                |
-\ Run the binary at that path printed above                                      /
- --------------------------------------------------------------------------------
-  \\
-   \\  \_\_    _/_/
-    \\     \__/
-           (oo)\_______
-           (__)\       )\/\\
-               ||----w |
-               ||     ||
-EOF
+/__antlir2_image_test__/image-test shell-help
diff --git a/antlir/antlir2/testing/image_test/src/main.rs b/antlir/antlir2/testing/image_test/src/main.rs
index b63a145bb8..321c32bb56 100644
--- a/antlir/antlir2/testing/image_test/src/main.rs
+++ b/antlir/antlir2/testing/image_test/src/main.rs
@@ -9,6 +9,7 @@ use anyhow::Result;
 use clap::Parser;
 
 mod runtime;
+mod shell_help;
 mod spawn;
 
 pub(crate) use runtime::RuntimeSpec;
@@ -17,6 +18,7 @@ pub(crate) use runtime::RuntimeSpec;
 enum Args {
     /// Spawn a container to run the test
     Spawn(spawn::Args),
+    ShellHelp(shell_help::Args),
 }
 
 fn main() -> Result<()> {
@@ -26,5 +28,6 @@ fn main() -> Result<()> {
 
     match args {
         Args::Spawn(a) => a.run(),
+        Args::ShellHelp(a) => a.run(),
     }
 }
diff --git a/antlir/antlir2/testing/image_test/src/shell_help.rs b/antlir/antlir2/testing/image_test/src/shell_help.rs
new file mode 100644
index 0000000000..3f23b632e4
--- /dev/null
+++ b/antlir/antlir2/testing/image_test/src/shell_help.rs
@@ -0,0 +1,81 @@
+/*
+ * Copyright (c) Meta Platforms, Inc. and affiliates.
+ *
+ * This source code is licensed under the MIT license found in the
+ * LICENSE file in the root directory of this source tree.
+ */
+
+use anyhow::Result;
+use clap::Parser;
+
+#[derive(Parser, Debug)]
+pub(crate) struct Args {}
+
+const MESSAGE: &str = r#"
+This is an antlir2 booted image test.
+
+Press ^] three times within 1s to kill the container.
+
+You have been auto-logged in to a root console. Feel free to mess around here,
+any changes you make will be thrown away when the container exits.
+
+Soon, this will be populated with a copy-pasteable command, but for now...
+
+To run your test interactively:
+
+In another shell on your host:
+
+'buck2 build --show-full-output $test[inner_test]'
+
+In this shell:
+
+Run the binary at that path printed above
+EOF
+"#;
+
+const WIDTH: usize = 80;
+const PADDING: usize = 2;
+
+const MOOSE: &str = r#"  ╲
+   ╲   \_\_    _/_/
+    ╲      \__/
+           (oo)\_______
+           (__)\       )\/\
+               ||----w |
+               ||     ||
+"#;
+
+impl Args {
+    pub(crate) fn run(self) -> Result<()> {
+        let wrapped = textwrap::wrap(MESSAGE, WIDTH);
+        let mut buf = String::with_capacity(MESSAGE.len() + (4 * WIDTH * wrapped.len()));
+        buf.push('┏');
+        for _ in 0..(WIDTH + PADDING * 2) {
+            buf.push('━');
+        }
+        buf.push('┓');
+        buf.push('\n');
+        for line in wrapped {
+            buf.push('┃');
+            for _ in 0..PADDING {
+                buf.push(' ');
+            }
+            buf.push_str(&line);
+            let padding = WIDTH - line.len() + PADDING;
+            for _ in 0..padding {
+                buf.push(' ');
+            }
+            buf.push('┃');
+            buf.push('\n');
+        }
+        buf.push('┗');
+        for _ in 0..(WIDTH + PADDING * 2) {
+            buf.push('━');
+        }
+        buf.push('┛');
+        buf.push('\n');
+        buf.push_str(MOOSE);
+        println!("{}", buf);
+        Ok(())
+    }
+}