Don't confuse the usability of works of art for "best practice".
While it's a great implementation of scroll-hijacking, this is not meant to be "best practice".
Generally speaking, you want to stick to patterns that the user is already used to.
This does not include inverted scrolling.
Any time you want to introduce a new pattern, it takes time for users to get used to it. And on top of that, it takes effort. The user must want to learn. Whether that's because they think the pattern is good and want to get used to it, or because they have to get used to it because there is no other way to get to what they want.
Point is, don't do it unless you're 100% sure it fits your site. (a good example is the one you linked, where scrolling was linked through "progress" down a set path.)