It's probably trad climbed. There was definitely chalk on those handholds already. I think they had him climb it roped up first and then filmed him free soloing.

Also, I'd put down a ton of money on a wager that there are many rock climbers significantly better than he is. Obviously, I have no direct points of comparison, but the current rating system used in America for bouldering goes from V0-V16 (which is the hardest climb anyone has ever completed). I'd put that climb somewhere in the high single digits based on what I saw.