https://m.youtube.com/watch?v=GFfMruoRMGo
At 1:17 they turn on the electric motor by moving the lever to their left CCW. They call that direction forward.
A subtle observation can possibly be seen as the whole rig lurches to the right indicating a CW rotation of the whole setup, a reaction countering a left CCW rotation direction acceleration of the machine, and motor, rotor. Torque to the left produces a lurch to the right.
Regardless they call it forward. Makes sense turn the handle CCW for a rotor rotation to the CCW. The lurch is a CW right equal and opposite reaction to a CCW left acceleration of the rotors inertia.
The "head" gets very cold.
At approximately 2:00 in the video they turn off the motor, by returning the lever to center. They claim "the machine will begin to run but in the reverse direction". I take that to mean spinning to the right CW. It acts as a cold gas engine. The cold head begins to warm.
During both modes the other thermal side is surrounded by a set water bath temperature. Heat coming from the head being rejected to the water bath CCW. Or. Heat coming from the water bath being rejected to the cold head CW.
At about 2:12 the switch is moved to the right CW. They claim, "before the cold gas engine stops the electric motor is switched on again to keep the machine running but in the reverse direction". It makes sense that moving the lever to the right CW makes the machine and motor rotor turn right CW, which they call the reverse direction.
At about 3:07 the electric motor is switched off putting the lever back into the center. They claim "the machine now runs in the forward direction as a hot gas engine". Forward by their definition and observation is again CCW to the left. Or opposite to what it was running before it was switched off.
At 3:19 the machine slows down enough to see the flywheel or coupler moving CCW to the left, which they call forward, verifying that direction and description of the other directions as a consistency.
To me it is blatantly obvious what direction the motor and heat are traveling. It is 100% consistent between their words, the video, their theory, and 200 years of steadily improved thermodynamics, 150 for Phillips.
They claim four modes:
1: Refrigerator. CCW Heat moves out of head and rejected to water bath. Negative work energy output. Power input to drive motor. Heat is pumped out of the cold head/Sink. Rejected to warm water bath Tw=Tm. (Tw temperature of the water. Tm temperature middle same temp as water.)
2: Cold heat engine. CW Heat moves out of water bath and rejected to the cold head. Positive work energy output. Measurable power output to drive windage of unpowered motor, a load. Heat is pumped from water bath to cold head. Tw=Tm
3: Heat pump. CW Heat is pumped out of water bath and into hot head. The same a number 2 except the cold heah is too hot to run as a cold motor so is now driven in same direction to keep the heat flowing in the same direction. Negative work energy output. Heat is pumped from cool Tw=Tm water bath to the hot head.
4: Hot gas engine. CCW Heat flows from hot head to cool water bath. Running as a hot gas motor. Heat is pumped from hot head to cool water bath Tw=Tm.
All four could be called heat pumps. The difference is work energy in or out. Out engine. In heat pump. The gas doesn't know the difference. The gas pumps the same quantity of heat if the speed is the same, loaded, free, or driven. The same amount goes to the same places.
I am sorry. I'm sure that was worse than watching the video and figuring it out for yourself.
That video and a phase PV diagram from a real gas are the bases of thermodynamics. If you don't find those two things reliable you will be lost in thermodynamic theory. I only hope that clarification is helpful.