As remarkable as his hands staying completely pristine through the process is the plastic still around the filter element. So bloody obviously staged.
The only time I have ever cleaned an air filter with a paper element was in Nevada, riding with a co-worker whose vehicle died a long way from anywhere in the desert. We popped the hood, and the entire housing assembly was packed with fine dust. I carefully disconnected the automatic choke vacuum hose and lifted the entire assembly off, then dumped the dirt out and cleaned the paper element by banging it against the bumper for a few minutes to be able to see the folds in the paper again. The works was reassembled, the vehicle started, and we drove off. He got a new filter at the first opportunity.
I did run a foam one, oil treated, for a few years, and had great results with it, and that could be cleaned by removing the foam and literally washing it out, drying it, re-oiling it, and re-using it. I think it was an AmsOil product. That rebuilt engine still runs, with over 120,000 miles on it.
But this Walz scam video of trying to be 'one of the guys' just doesn't fly.