From the pictures, it looks like the guy was wearing something over his head (a stocking or balaclava?) and had on a shirt and pants.
If something like driveway sealer were used (instead of hot tar), then it seems likely that the intent was to send a message -- and not to actually hurt the guy. (A real tarring could kill.)
Good points. All he had to do was take off his clothes and whatever he had over his head so it didn’t even get into his hair. just making a point it seems ... and well made it was!