Tell ya what... if it's ME in that situation, I don't do ANYthing that looks like I might be messing with the lie.
It does look to me is if he tamped down grass behind the ball and his situation was improved as a result. He also seemed to get self-conscious right afterwards, first doing some more messing around, then calling on a rules official to come in and make a ruling on who was away (I saw a longer clip elsewhere on Youtube). Not saying that move was a smoke screen or anything....
Seriously, it appears to me that he did improve the lie, but I'm not sure he did it with the intention of cheating. I think he might have had a momentary lapse of carelessness, then realized, "Oh no, that might have been a bad thing!"